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Frontera in major partnership with The BRIT Awards

by CyT UK, 23.11.2015

Frontera-Merlot-(1).jpgWe are delighted to announce a major new partnership between Frontera  – the number one selling Chilean wine range in the world – and music body the BPI, home to the world renowned music awards show The BRIT Awards with MasterCard.
Under the terms of the partnership, Frontera becomes the Official Wine of The BRIT Awards, with a wide range of above the line, customer marketing and pouring opportunities included in the agreement.

Launched in 1977, The BRIT Awards are the UK’s most prestigious annual music award ceremony, celebrating not just the biggest successes in music, but also acting as an important global platform to introduce and promote new British and international talent. 

The partnership with Frontera will begin with The BRIT Awards 2016, taking place on Wednesday 24th February 2016 at The O2 Arena in London. The event will feature spectacular live performances from some of the biggest names in music. Previous awards nights have showcased memorable breakthrough performances from such artists as Adele, Sam Smith and Ed Sheeran.  In advance of The BRIT Awards 2016, Frontera wine bottles will feature neck collars promoting the partnership in stores nationwide.

Clare Griffiths, Commercial Director Concha y Toro UK, who will manage the agreement with the BPI, says:
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.

Geoff Taylor, Chief Executive BPI and BRIT Awards, says:
The BPI is delighted to welcome Concha y Toro UK and its popular Frontera brand to the family of BRIT Awards partners.  We look forward to developing a productive, long-term relationship that helps to toast the success of British music.”