Top 10 wine and sports tie-ups

When we think of drinks brands and sports sponsorships, lager and football immediately spring to mind. But these wine brands show that beer hasn’t got the sports market all to themselves.

Wine brands are increasingly seeing the value of targeting tipple-loving sports fans, and as such are moving further into all manner of sports.

So, taking in rugby, football, cricket and more, see what wine labels are making a big impression on the shirts and in the stands of world-famous sports teams and tournaments.

Mud House and the British and Irish Lions

(L-R) Former All Blacks skipper Sean Fitzpatrick, British & Irish Lions COO Charlie McEwen, Paul Schaafsma, CEO of Accolade Wines, former England winger Jason Robinson

New Zealand wine brand Mud House was named in March as the official sponsor of the British and Irish Lions rugby tour, set to take place in New Zealand in 2017.

The partnership was announced a press conference at New Zealand House in London, attended by Paul Schaafsma, CEO of Accolade Wines, which acquired Mud House in 2013, and the British & Irish Lions COO, Charlie McEwen.

Also in attendance were former All Blacks skipper Sean Fitzpatrick and England’s former winger Jason Robinson, who have come on board to support the sponsorship as Mud House brand ambassadors, appearing in a series of adverts set to appear throughout the tournament on Sky Sports UK.

Cassillero del Diablo and Manchester United 

Cassillero del Diablo, the Chilean wine brand owned by Concha y Toro UK, has been a partner of Manchester United Football Club since 2010 – an obvious pairing given the logos and United’s nom de guerre, the ‘Red Devils’.

However, as the above video shows, sporting tie-ups invariably involve dressing up sports stars as actors, and that doesn’t always give a seamless result…

Hardy’s and English Cricket

This tongue-in-cheek tie-up certainly got people talking when it was announced in 2014, given that Hardy’s home country of Australia enjoys a bitter rivalry with England in all matters sport – especially cricket.

The deal sees Hardy’s promote its products and offer samples to fans at England’s home international fixtures as well as promoting their association with England Cricket through advertising and marketing campaigns.

Advertising such as the below, showing an Aussie winemaker reluctantly waving an England flag…

Trivento and English Premiership Rugby

Another Concha y Toro wine, Argentine brand Trivento recently extended its sponsorship of English Premiership Rugby – the first and only wine brand to tie-up with top-flight rugby in England.

Clare Griffiths, marketing director, Concha y Toro UK, which owns and distributes Trivento in the UK, has said of the link up: “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 natural overlap with Rugby supporters in terms of target audience is helping us to build its household penetration.”

Given that Trivento is from rugby-mad Argentina, it’s of little surprise the tie-up seems to be working…

Jacob’s Creek and Wimbledon Tennis Championship 

Although this sponsorship deal expired this year without renewal, we feel that Jacob Creek’s sponsorship of the world’s most famous tennis championship over the years is still worthy of inclusion.

Not only did it seem to fit well, it also produced some rather snazzy bottles, like the ones below…

Cono Sur and Tour de France Cycling

Cono Sur aren’t shy about expressing their love of the bicycle

The third and final brand in our list from the sports fanatics at Concha y Toro, Chilean wine brand Cono Sur is going into its third year as official wine sponsor of the Tour de France, the world’s best-known cycling race.

The tie-up hasn’t been free of controversy, however, as French winemakers have been keen to express their dismay that a home-grown wine brand wasn’t chosen.

The deal sees Cono Sur on-pour at stages outside of France, and it features on international advertising of the competition.

William Grant and the Rugby World Cup 2015

While Trivento lays claim to English Premiership Rugby, William Grant’s portfolio of drinks brands had sole pouring rights during the blockbuster Rugby World Cup, held in England and Wales last Autumn.

The deal saw William Grant’s Champagne brand Piper-Heidsieck make an impression on rugby fans from the world over during the two-month-long competition.

“This partnership allows William Grant & Sons the opportunity to reach a discerning audience who appreciate premium Champagne and spirits and value memorable experiences,” the company said in a statement.

Mouton Cadet and Ryder Cup

Bordeaux wine brand Mouton Cadet is continuing its long-standing partnership with golf’s Ryder Cup – the contest that sees the best golfers in Europe take on the best from the US.

Mouton Cadet is America’s best-selling Bordeaux brand by volume, helped no doubt by its association with the biennial golf contest which this year is being hosted in the States.

Formula 1 and…

If Formula 1 is famous for two things, it’s speed and sparkling wine, given the traditional podium celebration of spraying it on one’s opponents and team mates.

However, Champagne GH Mumm’s long-running association with the sport was abruptly stopped towards the end of last year, after years of Mumm limited edition bottles like the one pictured.

Champagne has now been overlooked, with sparkling wine brand Chandon the new kid on the podium, as witnessed at the first race of the 2016 season in Melbourne, Australia.

Pol Roger and Sailing

(Photo: Artemis)

And finally, we take to the seas to celebrate Pol Roger’s tie-up with sailing.

Since 2010, Pol Roger has sponsored The Artemis Offshore Academy, a UK training programme of excellence for British short-handed sailors, providing a structure to bring talented sailors up through the ranks.

It is actually one of many sporting sponsorships for Pol Roger, which also supports Real Tennis, the more obscure cousin of regular lawn tennis.