Chilean wine brand Frontera is to become the official wine of The BRIT Awards, in a partnership between the wine’s producer, Concha y Toro, and the British Phonographic Industry (BPI) announced today.

The partnership will begin at The BRIT Awards 2016, which take place Wednesday February 24, 2016 at London’s O2 Arena.

Frontera wine bottles will feature neck collars promoting the partnership ahead of the awards.

The agreement includes a wide range of above-the-line, customer marketing and pouring opportunities.

Clare Griffiths, commercial director of Concha y Toro UK, said: “We are thrilled to be partnering with The BRITs. Frontera’s positioning as the ‘wine brand that invites you in’, makes it a perfect fit for this platform for celebrating and promoting musical talent.

“This partnership will help us to attract the younger adult market into the wine category, something which is critical for a mature and static market.

“Experience has shown us that partnerships can have a major role to play in developing brand recognition and penetration, increased distribution and ultimately sales for our wine brands.

“We’ll be working with our key customers to communicate the partnership, build the brand and drive category sales through in store and online activity. We look forward to a long relationship with plenty of exciting things to come.”

Geoff Taylor, chief executive BPI and BRIT Awards, said: “The BPI is delighted to welcome Concha y Toro UK and its popular Frontera brand to the family of BRIT Awards partners.  We look forward to developing a productive, long-term relationship that helps to toast the success of British music.”

Frontera is the best-selling Chilean wine in the world.

Launched in 1977, The BRIT Awards are the UK’s highest profile annual music award ceremony, and an important global platform for the industry to promote British talent globally.