Chilean wine brand Frontera will be the official wine of The BRIT Awards.
Brand owner Concha y Toro UK has annouced that the partnership with the UK’s most prestigious annual music award ceremony, taking place on February 24 at The O2 Arena in London.
In advance of The BRIT Awards, Frontera wine bottles will feature neck collars promoting the partnership in stores nationwide.
Concha y Toro UK commercial director Clare Griffiths, who will manage the agreement, said: “We are thrilled to be partnering with The BRITs. Frontera’s positioning as the ‘wine brand that invites you in’, makes it a perfect fit for this platform for celebrating and promoting musical talent. This partnership will help us to attract the younger adult market into the wine category, something which is critical for a mature and static market.
“Experience has shown us that partnerships can have a major role to play in developing brand recognition and penetration, increased distribution and ultimately sales for our wine brands. We’ll be working with our key customers to communicate the partnership, build the brand and drive category sales through in store and online activity. We look forward to a long relationship with plenty of exciting things to come.”