UK-based Nyetimber has secured ‘official sparkling wine’ status for its namesake brand with Team GB at next year’s Olympic Games.
The arrangement, for an undisclosed sum, will see the English sparkling wine available at the Great Britain team’s hospitality venue in host city Paris during the competition. The brand will also be the subject of limited-edition bottles for Team GB athletes and medallists following the games.
Details of how the sponsorship will be leveraged to consumers in the run-up to the Olympics, which run from 26 July to 11 August, were not disclosed.
“The Olympic Games are a celebration in themselves, and ensuring Team GB athletes are recognised for their extraordinary efforts is an important part of what we do,” said Team GB commercial director Tim Ellerton. “We are delighted to be welcoming Nyetimber, as a leading British brand, to the Team GB family to support us in celebrating the team for Paris 2024.”
Nyetimber, which will also sponsor next year’s Tour of Britain cycling race, owns 11 vineyards in the southern England counties of Hampshire, Kent and West Sussex.
According to IWSR Drinks Market Analysis research director Humphrey Serjeantson, sales volumes for locally-produced sparkling wine in the UK – including both British and English wine – grew by nearly 20% in 2021 compared to the year prior. “Some of this was recovery from a small decline in 2020, but the category is on a long-term growth trajectory,” he told Global Drinks Intel earlier this year. “Between 2022 and 2026, volumes are expected to hit a compound annual growth rate (CAGR) of 6%.”
Why the UK wine industry retains high expectations despite short-term drags – Category Intel
