Frontera In Partnership With The BRIT Awards

Concha y Toro UK has agreed a  new partnership between its Frontera brand - the top-selling Chilean wine range  – and music body the BPI, home to the music awards show The BRIT Awards with MasterCard.

Under the terms of the partnership, Frontera will become the Official Wine of The BRIT Awards, with a wide range of above the line, customer marketing and pouring opportunities included in the agreement.

This new partnership between Concha y Toro UK and the BPI was brought together by brand communications agency Grand Central Creative.  The agency also works with two other brands from the Concha y Toro UK portfolio, Cono Sur and Trivento, activating their Tour de France and Premiership Rugby sponsorships. 

The partnership with Frontera will begin with The BRIT Awards 2016, taking place on Wednesday 24th February 2016 at The O2 Arena in London. 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: “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.”

Philip Scotcher, Managing Partner Grand Central Creative, who will manage the planning, creative and activation of the partnership, says: “We are delighted to have brought Frontera and BPI together. The partnership is so rich in creative and activation opportunities we’ll be able to take it through the line in trade, customer and consumer communications. The opportunities for both brands are huge.”