Trivento extends Premiership Rugby deal

Argentine wine brand Bodega Trivento has extended its association with England’s Premiership Rugby for a further three years.

Its support will continue to the end of the season in 2017 with the wine brand set to help celebrate the crowning of the Aviva Premiership Rugby champions at the Aviva Premiership Rugby Final at Twickenham on 30 May, 2015.

Clare Griffiths, marketing director of Concha y Toro UK,  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”

Founded in 1996 in Luyan de Cujo in Mendoza, Trivento’s vineyards lie high above sea level at the foot of the Andes Mountains taking advantage of the high altitudes and snowmelts.

Andrew Maidment, director of Wines of Argentina for Europe, said: “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. Moreover, to have Argentine brands making marketing partnerships of this scale is extremely helpful in raising awareness of Argentina and its wines in general.”