Concha set for rugby fever and ‘Hallowine’

As Concha y Toro reaps the rewards of its brands’ high profile sponsorship activity in the UK, the group has outlined plans to build on this momentum.

“Wine is a fantastic product, but it can be a bit confusing for the consumer,” commented Clare Griffiths, marketing director at Concha y Toro UK. “It’s about brand recognition and supporting the brand from a national perspective.”

By way of example she highlighted major sponsorship initiatives such as Casillero del Diablo and Sky Movies, Cono Sur’s tie-in with the Tour de France, and Trivento’s partnership with England Premiership Rugby. Between them the three brands now boast the UK’s biggest selling Cabernet Sauvignon, Pinot Noir and Malbec.

Pointing to a rise in repeat purchases among UK consumers, Griffiths also noted the positive reaction to Concha y Toro’s brand building strategy among retailers. “Our customers recognise that we can drive category value as well,” she told the drinks business. “We’ve grown Casillero del Diablo without getting that volume through massive discounts.”

In addition to continuing these high profile sponsorship deals, Griffiths outlined plans to make the most of other celebratory events throughout the year. “We’re working very much around occasion-based marketing; wine is an occasion-driven category,” she explained, citing opportunities such as Valentine’s Day, Mother’s Day and Hallowe’en.

As Hallowe’en approaches at the end of next month, Griffiths revealed details of a UK “Hallowine” campaign for Casillero del Diablo. “It fits really well with the brand because of our devil and it’s not just a children’s event any more,” she remarked. In addition to themed point of sale material, the brand will be capitalising on its Sky Movies link with a horror film slant.

Meanwhile, although Trivento’s rugby tie-in does not extend to sponsorship of this month’s Rugby World Cup, the brand is planning to make the most of its connection to the sport, with Griffiths saying: “It’s really about capturing the momentum around rugby fever.”