- Casillero del Diablo, the Chilean wine label from Viña Concha y Toro, has named Orlando Bloom its new global ambassador, replacing Pedro Pascal, who held the role since 2021.
- Bloom will star in a cinematic campaign built around the brand's famous "Devil's Cellar" legend, rolling out first in Chile, the UK, Brazil, Mexico, and Ireland.
- The partnership carries a personal thread, Bloom is a longtime Manchester United supporter, and Casillero del Diablo has sponsored the club since 2010.
- Beyond the wine deal, Bloom is also an active Porsche Design ambassador and recently starred in the Amazon Prime Video action-comedy Deep Cover (2025).
Orlando Bloom is the new global ambassador for Casillero del Diablo, the Chilean wine brand from Viña Concha y Toro. Bloom will star in the brand’s new international campaign, bringing to life the legend of the Devil’s Cellar synonymous with the wine.
The brand is no stranger to A-list talent, it previously collaborated with Narcos actor Pedro Pascal since 2021, who starred in its Wine Legend creative at a time when he was among the most searched-for stars on IMDb.
Bloom steps into that legacy at a fitting moment: 2026 marks the 25th anniversary of The Lord of the Rings: The Fellowship of the Ring, the film that launched his global career as Legolas.
His more recent credits include The Cut (2024) and Deep Cover (2025), a Prime Video action comedy in which he played a failed actor who infiltrates a criminal gang.
He also has Werner Herzog’s Bucking Fastard and A24’s Wizards! in the pipeline, and has inked a deal alongside Priyanka Chopra Jonas for the survival thriller Reset.
On the brand side, Bloom has been a Porsche Design brand ambassador since 2025, recently co-designing a limited eyewear capsule collection with the label. He also previously fronted Czech lager Staropramen in its “Brewed by Experts, for Experts” campaign, where he explored the brand’s ties to Prague’s culture.
Adding a natural personal touch to the partnership, Bloom is a known Manchester United supporter, a club Casillero del Diablo has sponsored since 2010 in one of the most enduring alliances between a Chilean brand and global football.
The move is part of a growing trend of wine and spirits labels enlisting movie stars for cinematic storytelling campaigns. Just as Jonathan Bailey brought an elegant, film-driven edge to Martini’s summer campaign and Zoë Saldaña lent star power to Grey Goose’s Berry Rouge push, Bloom’s signing signals that premium drinks brands are doubling down on theatrical, globally recognised talent.
The campaign will premiere in Chile, the United Kingdom, Brazil, Mexico, and Ireland, with a wider global rollout to follow in the coming months.
Takeaways
Casillero del Diablo has been quietly building one of the smartest ambassador pipelines in the wine industry; Pedro Pascal when he was television’s biggest breakout, and now Orlando Bloom as he enters a critically interesting second act of his career.
The brand isn’t chasing pure fame, it’s chasing the right kind of mystique, and Bloom’s mix of cinematic legacy, personal credibility, and Manchester United ties makes him a genuinely layered fit, not just a famous face.
Does Bloom’s image (known for epic franchises and adventure roles) translate naturally to a wine brand steeped in mystery and legend, or is there a mismatch worth watching? As more wine brands lean into cinematic storytelling over traditional product ads, does attaching A-list actors actually move bottles or does it simply elevate brand perception without meaningfully shifting purchase behavior?
