Chilean wine brand Casillero del Diablo has appointed British actor Orlando Bloom as the new global ambassador.

The actor is set to star in the brand’s new international campaign which showcases the legend of the ‘Devil’s Cellar’.

The new marketing advertisement is set to launch globally within the next few months, debuting in the UK, Ireland and other markets.

The campaign will showcase the origin of the Casillero del Diablo legend and aims to strengthen the wine brand’s position within the key international markets and expand its audience reach.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Sebastián Aguirre, global marketing director at Casillero del Diablo, said: “For Casillero del Diablo, the announcement of Orlando Bloom as global spokesperson and star of our new campaign is a fresh milestone in the brand’s history.

“He is a figure of international reach, with a substantial career, embodying values deeply aligned with our DNA: sophistication, character, authenticity and a truly global outlook.”

Bloom added: “I’m incredibly proud to be partnering with Casillero del Diablo, a brand with an extraordinary heritage and one of the most iconic stories in the world of wine.

“What excites me most is the opportunity to help bring that legacy to life for a new global audience, honouring its origins while reimagining it in a way that feels fresh, cinematic, and contemporary.”

Casillero del Diablo is a popular Chilean wine brand in Great Britain and widely available for purchase nationwide.