Wine Brand Trivento Extends Premiership Rugby Partnership

Argentinian wine brand Trivento has extended its Premiership Rugby Partnership for an additional two seasons. Grand Central Creative negotiated the dealfollowing a successful 2014/15 season sponsorship which helped Bodega Trivento establish itself as the UK's top selling Argentinean wine brand by value.

Grand Central oversees all of the strategic planning, creative, activation and management of the sponsorship for the brand. 

“We have had a hugely successful year focused on creating new listings and driving sales and we’re looking forward to establishing Trivento as the leading Argentinean wine brand. It’s a perfect partnership, Trivento indexes very highly against the premiership audience and at the same time Trivento affords the Premiership a media opportunity, in-store, that would otherwise be non-existent” said Philip Scotcher, Managing Partner of Grand Central Creative.

"We are delighted to see this new relationship grow," said Dominic Hayes, Commercial Director of Premiership Rugby.

"It is testament to the working relationship and results we have achieved in the last six months that we are already extending the relationship for two further seasons. The Premiership Rugby brand has been and will be seen across the UK in Tesco, Morrisons and ASDA supermarkets plus Spar Nisa and other stores. The new relationship kicked off at the start of this season but has delivered impressive results in a very short space of time.”

"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." said Clare Griffiths, Marketing Director, Concha y Toro UK.

"With research showing that Argentine wine sales are especially strong amongst males between 25-45, the collaboration between Trivento and Premiership Rugby is a match made in heaven," said Andrew Maidment, Director of Wines of Argentina for Europe.

According to Nielsen data in the 12 weeks to January 1st 2015, Trivento showed the highest sales by value of any Argentine brand in the UK. The Argentinean wine category as a whole is the fastest growing by volume, at 32.8% growth year on year.