Trivento's rugby sponsorship "extremely helpful in raising awareness of Argentinian wine"

28 January, 2015

Concha y Toro’s Argentinian brand Trivento has signed a two-year extension to continue its sponsorship of Premiership rugby.

Trivento began its sponsorship this season and has now extended the deal to the end of the 2016/17 campaign.

Wines of Argentina hailed the move, calling the high-profile sponsorship “extremely helpful in raising awareness of Argentina and its wines in general”.

Trivento was the bestselling Argentinian brand over Christmas by value (Nielsen, 12 weeks to January 1) and CyT hopes the high-profile marketing will spur it on to even greater heights.

Marketing Director Clare Griffiths said: “Our partnership with Premiership Rugby has already yielded very positive results, in terms of developing new listings for Trivento with our key customers, and driving category value sales by activating brand activity in-store and at point of purchase. 

“The brand is doing incredibly well in what is the strongest performing country category currently, and the natural overlap with rugby supporters in terms of target audience is helping us to build its household penetration.

“We look forward to really making the most of the mutual benefits of this relationship over the next three years and continuing to work in partnership with our customers to build the Trivento brand and the overall wine category.”

Andrew Maidment, director of Wines of Argentina for Europe, added: ““With research showing that Argentine wine sales are especially strong among males between 25 and 45 years old, the collaboration between Trivento and Premiership rugby is a match made in heaven.

“Moreover, to have Argentine brands making marketing partnerships of this scale is extremely helpful in raising awareness of Argentina and its wines in general.” 

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