The Devil meets Cinema under the stars at Pergola on the Wharf, where IPM joins tpf Live for a spectacular product launch by Casillero del Diablo. This is no typical wine tasting event. Guests enjoy stunning views of the London skyline, branded popcorn dispensers, glamorous drag queens, and the new BeLight wine with just 65 calories per serving. The evening culminates in an exclusive late-night screening of ‘The Devil Wears Prada.’ But what makes cinema and wine a perfect pairing? Is Casillero wine really cursed by the Devil? And how can experiential marketing help a red wine brand introduce a lighter alternative? IPM sits down with Emily Barnfather, Head of tpf Live, to explore the rise of nostalgia, strategic partnerships with Sky, and the mythology behind Casillero del Diablo.
The Devil meets Cinema under the stars at Pergola on the Wharf, where IPM joins tpf Live for a spectacular product launch by Casillero del Diablo. This is no typical wine tasting event. Guests enjoy stunning views of the London skyline, branded popcorn dispensers, glamorous drag queens, and the new BeLight wine with just 65 calories per serving. The evening culminates in an exclusive late-night screening of ‘The Devil Wears Prada.’ But what makes cinema and wine a perfect pairing? Is Casillero wine really cursed by the Devil? And how can experiential marketing help a red wine brand introduce a lighter alternative? IPM sits down with Emily Barnfather, Head of tpf Live, to explore the rise of nostalgia, strategic partnerships with Sky, and the mythology behind Casillero del Diablo.
Did you know Casillero del Diablo means “The Devil’s Cellar”? Emily Barnfather from tpf Live explains, “The founder of Casillero del Diablo had a private cellar over 130 years ago, and to keep thieves away, he spread the rumour that it was cursed by the devil.” This legend not only protects his treasured collection but also births a full-bodied brand packed with mystery and allure. The choice of “The Devil Wears Prada” honours this rich mythology while highlighting the product’s lighter, more playful side. By bringing together two devils in one room, the event successfully partners cinema with wine—both of which are feasts for the senses and naturally go hand in hand.
Did you know Casillero del Diablo means “The Devil’s Cellar”? Emily Barnfather from tpf Live explains, “The founder of Casillero del Diablo had a private cellar over 130 years ago, and to keep thieves away, he spread the rumour that it was cursed by the devil.” This legend not only protects his treasured collection but also births a full-bodied brand packed with mystery and allure. The choice of “The Devil Wears Prada” honours this rich mythology while highlighting the product’s lighter, more playful side. By bringing together two devils in one room, the event successfully partners cinema with wine—both of which are feasts for the senses and naturally go hand in hand.
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