Trivento TV partnership with Discovery Channel

By Andrew Catchpole

Published: 06 April, 2018

Argentine wine brand Trivento has announced a new media partnership with Discovery Channel, to run from 6 April through December across four of the network’s outlets.

Backed by a new label for the Reserve Malbec, currently the UK’s top selling branded line of Argentina’s flagship grape, the new ‘Bold Discoveries’ campaign will be featuring a series of video clips during the channels’ documentary content, featuring both the Trivento brand and an ‘Ultimate Adventures’ competition linked to neck collars on two million bottles on UK shelves.

Aimed primarily at a 25 to 45 year old audience, the activity will also be backed by a social media and YouTube campaign.

“There is a really strong and authentic brand fit with Discovery; their audiences, like ours, are looking for new experiences and adventures they can share with friends,” said Clare Griffiths, commercial director at brand owner Concha y Toro UK.

“Trivento has enjoyed a phenomenal few years of growth in the UK market… now we’re ready to take the brand to the next level in terms of recognition and household penetration.”

Trivento is the number one selling Argentine brand in the UK, with Chardonnay and Shiraz sitting alongside Malbec in its Reserve range, plus a Private Reserve Malbec as its top tier.

Malbec continues to be the fastest growing variety in the UK, up 32.5% by value (Nielsen varietals data, 52 weeks to 24 February 2018), with Trivento selling over 422,000 9 litres cases over that same period.

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