Treasury Wine Estates' (TWE) Penfolds brand has joined Bacardi's Grey Goose as a sponsor of the Sundance Film Festival.
Penfolds will be served at official events
The Australian firm is the official wine provider of the Utah event, which opened yesterday and will run until the end of the month. Penfolds will be served during all official Sundance events, TWE said.
Financial details of the tie-up were not disclosed.
This week Bacardi announced that Grey Goose vodka is the "official spirit" of this year's Sundance, one of the largest independent film festivals in the US.
Diageo brands have been the official vodka of Sundance for the last two years, with Ketel One being promoted last year and Ciroc in 2013.
Sectors: Marketing – advertising & promotions, Soft drinks
Companies: Diageo, Bacardi Ltd, Treasury Wine Estates
