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Trivento to break into ‘national consciousness’ via barbecue link

Published:  16 May, 2017

Concha Y Toro has turned the spotlight on Trivento with a new campaign designed to push the Argentinian wine as the ‘official wine of barbecue’.

Launched in partnership with Temper barbecue restaurant owner Neil Rankin, the push comprises a neck collar promotion offering consumers the chance to win ‘the ultimate barbecue party’; a campaign across The Telegraph’s media channels; tube advertising and social media activity.

The campaign, running from this week, formed part of a strategy this year for Trivento to “really start breaking into national consciousness,” said brand manager, Natasha Erlandson.

“We think this campaign will help translate Trivento’s already stellar sales into something even bigger - the British wine drinker loves a barbecue and our wines are the perfect complement to that style of cooking,” she said.

In the past year, off-trade sales of Trivento grew 37% in value on volumes up 35%, making it the fastest selling Argentinian wine brand in the UK, according to IRI (52 w/e to 25th March, 2017).