Trivento bags top red wine sku spot as it enters top 10 for first time

Argentine wine brand Trivento has made it into the Top 10 wine brands in the UK for the first time, with its Trivento Reserve Malbec becoming the leading red wine sku in the UK.

The Malbec overtook long-time leader Campo Viejo Tempranillo to the top spot, after delivering over £76million worth of  retail sales in the year to 24 April, according to Nielsen (Total Market, value sales 52 weeks to 24 April 2021)

The double first comes as the overall brand saw value sales grow 71.9% year on year, making it worth around £99m in retail sales value,  Nielsen’s latest stats show (Total Market, value sales by sku, 52 weeks to 24 April 2021) . As a result, it jumped eight places in the top wine brand ranking in the last year, making it the third of Concha y Toro UK’s brands in the Top 10, along with Casillero del Diablo and Isla Negra.

Concha y Toro UK commercial director Clare Griffiths added that the astonishing growth during such challenging conditions for all wine companies was great news.

“[It] really validates our strategy of long-term marketing investment in our leading brands and working in partnership with our customers to drive category value,” she said. “To have 3 brands now in the UK’s Top 10 is a moment to celebrate for everyone in the team here and in South America.”

Trivento’s marketing manager Preety Johl added that the Trivento team were “absolutely ecstatic” about the brand’s double milestone.

“It has continued to smash targets, winning greater distribution and building a loyal following, backed up by strong marketing campaigns which have aired on our TV screens at several points in the past 18 months,” she noted. “Ongoing partnerships with Discovery and now also with Channel 5 are adding more consumer touchpoints and helping to grow awareness further. For the Reserve Malbec to take the top red wine slot is phenomenal”