CyT's Trivento grows by 200% in off-trade

By Gemma McKenna

Published: 17 April, 2014

Concha y Toro's Argentinian brand Trivento has grown by more than 200% in value in the past year, moving into the top five Argentinian wine brands in the UK.

The growth of 204% (Nielsen MAT to March 30, 2014) has taken the brand to third place across the major multiples, with a 3.4% market share.

Trivento's Reserve Malbec 2012 led the growth, but increases have been seen right across the range.

Simon Doyle, general manager of CyT(UK) said: "Malbec World Day is a very appropriate occasion to celebrate Trivento's amazing growth in rate of sale over the past 12 months."

He added that Trivento was also "driving category value" as Trivento has the highest average retail price of the top five Argentinian brands in growth. Recent figures from the Wine & Spirit Trade Association's market report put the average price of Argentinian wine in the UK off-trade at £5.75.

In a recent interview with Harpers.co.uk, Doyle said: "Argentina is an area we really want to grow - with our Trivento Reserve and Malbec." He added that Malbec is resonating with consumers, with Trivento selling between three and five times as much Malbec to Chardonnay.

Andrew Maidment, Europe & Asia director for Wines of Argentina, said: "Argentina is currently making great strides in the UK. We're attracting a young, affluent consumer as Malbec in particular positions itself as an on-trend choice for wine drinkers up and down the country."

Malbec World Day is celebrated today, April 17, and further celebrations will take place in London on April 30 and May 1 at Cambalache - One night in Argentina.

Trivento's winery is located in Lujan de Cuyo in Mendoza. Its winemakers are Germán di Césare and Victoria Prandina. The range includes a varietal Trivento, moving up to Trivento Reserve, Golden Reserve, rrp £14.99 and Eolo.

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