Viña Concha y Toro has lined up an activation for its Trivento Argentinean wine brand in the UK.
The campaign, in the group’s largest export market, links Trivento to the post-meal consumption occasion. ‘Savour the Sobremesa’ goes live in the UK next week and is fronted by a 30-second ad that will air on ITV X, Channel 4 and Sky until the end of April.
The push will also expand to the brand’s other European markets.
“In Argentina, people live much more in the moment, taking time and lingering at the table for longer,” said Concha’s Europe senior marketing manager for Trivento, Preety Johl. “This campaign seeks to convey the warmth, personality and conviviality of Argentina for Trivento in a truly authentic way.”
In a busy week, Concha posted a 14.5% increase in reported sales for calendar 2024 on Tuesday (11 March), with Trivento contributing to a 17% jump in exports by value to markets outside of Chile and not including the US. Then, yesterday, CEO Eduardo Guilisasti opened the door to the possibility of company and/or brand acquisitions going forward.
