Viña Santa Rita partners with National Gallery for art-inspired collaboration
Top Chilean label Viña Santa Rita has paired up with London's National Gallery for a three-year partnership linking wine and art.
Viña Santa Rita has launched a new range of limited-edition wines featuring imagery on the labels of some of the most well-known paintings in the gallery's collection.
The 'National Gallery Series' includes five varieties: Sauvignon Blanc, Cabernet Sauvignon, Chardonnay, Pinot Noir and Merlot, all with an RRP of £9.
The first labels released in the UK and Ireland will feature Sunflowers and A Wheatfield, with Cypresses by Vincent van Gogh, Bathers at Asnières by Georges Seurat, The Fighting Temeraire by Joseph Mallord William Turner, and The Boulevard Montmartre at Night by Camille Pissarro.
The artworks featured on the labels will change over time as the three-year licensing agreement with the National Gallery Company allows the company access to over 2,300 images from the National Gallery's archive.
Sainsbury's are listing the series' Pinot Noir, with Laithwaites selling the Chardonnay and Merlot on-line.
"This new alliance with the National Gallery Company aims to promote Chilean wine and the visual arts, both nationally and internationally, through the museum's most well-known paintings, combining the art of painting and the art of winemaking," said Baltazar Sanchez chairman at Viña Santa Rita.
Santa Rita is part of the Santa Rita Estates (SRE) portfolio.
It's 120 Santa Rita / Gran Hacienda label is the top selling premium wine brand in the restaurant trade in the UK.
The partnership follows the announcement that Viña Santa Rita has joined forces with wholesale giant, Conviviality Plc, for their UK off-trade distribution.
Earlier this month, SRE announced a change in their route to the UK off-trade, which will now be fulfilled by PLB - a trading company of Conviviality.
Previously, SRE was distributed by Santa Rita Europe in the UK.
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