Chilean wine brand partners with BRITs

Concha y Toro’s Frontera brand is to become the official wine of The BRITs, the UK’s annual music awards ceremony.

Chile’s biggest wine business announced the partnership today, which will see Frontera feature at The BRIT Awards 2016, taking place on Wednesday 24 February at The O2 Arena in London.

Clare Griffiths, commercial director at Concha y Toro UK, commented, “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.”

Continuing, she said, “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.”

Frontera is the world’s best-selling Chilean wine brand, and is focused on a range of single varietal wines from Sauvignon Blanc to Merlot.

The BRIT (British Record Industry Trust) Awards were launched in 1997 and are owned and organised by music body the BPI, which was formed in 1973 as a representative voice of the UK recorded music.