Accolade Wines launched its new Chilean wine brand, Anakena, at the British Tennis Champions Tournament at Royal Albert Hall on Friday December 4.
Tennis professionals including defending champion of the tournament, Fernando González, and the current British number four player and member of the Davis Cup team, James Ward, presided over the launch.
Anakena became the newest brand to enter the Accolade Wines portfolio following the company’s announcement of the acquisition of Viña Anakena in September 2015.
To support the launch, Accolade Wines will invest half a million pounds in the brand over the next 12 months. This includes a new partnership with the Lawn Tennis Association which will see Anakena become the official wine of British Tennis and the Lawn Tennis Association. Accolade Wines has signed a three year deal to ensure a long term platform to build awareness and loyalty for the brand.
Accolade Wines CEO Paul Schaafsma said: “Viña Anakena is a high quality Chilean wine brand with an established international reputation as a producer of world-class, distinctly Chilean wines. We firmly believe that, under our ownership we can now take the brand to the next level in terms of its global presence and distribution.”