Santa Rita: €1m investment in Republic of Ireland worthwhile

Santa Rita Estates’ investment in the Republic of Ireland is paying off, as recent figures from Nielsen revealed that case sales of both Santa Rita and Doña Paula have increased by value and volume in the country.

Chilean wine brand Santa Rita has invested €1 million in direct and indirect marketing initiatives as part of an advertising and experiential marketing campaign as well as number of prime time TV sponsorship slots.

The company is now reaping the rewards after market research company Nielsen revealed that case sales of Santa Rita and Doña Paula were up in value and volume across the Republic of Ireland in the year ending December 2017.

Santa Rita is now the official sponsor of drama on RTÉ, Ireland’s leading national television broadcaster.

Its sponsorship of the second series of Striking Out, starring Amy Huberman, is said to have yielded almost half a million viewers.

The wine brand has also sponsored the new RTE drama Acceptable Risk and is set to continue its partnership for the upcoming sixth series of political thriller Homeland.

The launch of RTE player has also given the wine brand added exposure online.

Export director for Santa Rita Estates, Europe, Terry Pennington commented: “As the number one selling wine in both the on and off-trade in Ireland it is important for Santa Rita to maintain brand awareness and continue to connect with its target audience.

“RTÉ provides a successful and highly effective platform from which to communicate directly with our customers. With these prime time TV sponsorships and the social media campaign we have been running with our brand ambassador Angela Scanlon, the net effect is that we are actively driving shoppers to our retail partner stores to purchase Santa Rita 120.

“The investment is significant but reflects our desire to not only lead the wine market but also to mutually grow it”.