Trivento has sponsored the rugby tournament since the start of this season

Trivento has sponsored the rugby tournament since the start of this season

Concha y Toro has extended its partnership for its Trivento Argentinian wine brand with the organisers of the Aviva Premiership rugby tournament in the UK.

The Chilean wine maker signed a one-year deal with the tournament in July with the option to extend for another two years. Today's announcement marks the exercising of that option, Concha y Toro said.

The company's UK marketing director, Clare Griffiths, said the partnership has already yielded “positive results” in developing new listings for Trivento. 

“The natural overlap with rugby supporters in terms of target audience is helping us to build its household penetration,” Griffiths said.

To read an exclusive just-drinks interview with Sebastian Aguirre, Concha y Toro's marketing director for premium wines, click here.