Concha y Toros Cono Sur brand will be the sole sponsor for the start of the Tour de France

Concha y Toro's Cono Sur brand will be the sole sponsor for the start of the Tour de France

Concha y Toro has secured a sponsorship tie-up for its Vina Cono Sur brand with the opening stages of this year's Tour de France cycle race.

The Chilean wine maker said earlier today (24 February) that the brand will be “the solo wine sponsor” of the first three stages of the race, which will take place in the UK. Cono Sur will use its presence to promote the Bicicleta range of wines in the country.

The company will highlight the range through marketing that will include on-pack Tour de France branding throughout the sponsorship period, sampling and “consumer engagement at each finishing line” of the first three stages.

Financial details behind the deal were not disclosed.

The 'Grand Départ' at the start of the tour regularly takes place outside of France. This year, the three opening UK stages take in Leeds to Harrogate, York to Sheffield, and Cambridge to London. The race begins on 5 July.

“This sponsorship will help to further accelerate our growth plans … and engage with wine consumers by increasing awareness and engagement,” said Cono Sur's UK marketing director at Concha y Toro, Clare Griffiths.

Concha y Toro has previously ventured into sports tie-ups in the UK: In 2010, it signed a global marketing deal with Manchester United football club.