Cono Sur sponsors Tour de France

Concha y Toro has signed a three-year deal to make Chilean brand Cono Sur the official wine of the Tour de France cycling championship.

Cono Sur, which includes the cycling-themed Bicicleta range, sponsored the opening three stages of last year’s Tour as it went through the UK, and this helped it achieve strong growth figures.

The brand grew 103% in volume and 96% in value to £7.2 million in the UK off-trade (IRI, year to January 2015).

Marketing Manager for Cono Sur marketing manager Dan Featherstone said: “We’re obsessed with bikes, so it made absolute sense to build on this relationship with the most famous cycling event in the world. We know that when people try our wines, they love them, so it’s all about giving people something extra to remember our brand by.”

Tour de France branding will appear on Cono Sur Bicicleta packs and it will be backed by a radio ad campaign, and in-store POS.

Cono Sur’s strong performance has helped Chilean Pinot Noir outsell New Zealand Pinot Noir in the UK off-trade.

A year ago, New Zealand Pinot Noir sales stood £10.6 million and Chilean Pinot Noir sales were £6.3 million (IRI, year to January 2014).

But Chilean Pinot Noir sales grew 96% to £12.4 million and New Zealand Pinot Noir grew just 5% to £11.1 million in the past year (IRI, year to January 2015).

It also leaves Chile ahead of France and accounting for almost a quarter of sales of Pinot Noir in the UK market.

Cono Sur Bicicleta Pinot Noir is now the UK's number one Pinot Noir SKU, selling three times as much as its closest rival, French label Bouchard.

Related articles: