Vinarchy has agreed a domestic profile boost for its Grant Burge brand, with the wine set to sponsor the Australian Football League.
The arrangement, announced by the brand owner yesterday (3 February), sees Grant Burge assume ‘official wine partner’ status with the organiser of the professional competition for Australian-rules football. Set to run for four years to the end of 2029, the tie-up also includes the women’s version of the season-long competition, the AFLW.
Financial details behind the agreement were not disclosed.
At the same time, Vinarchy has signed a similar deal with Marvel Stadium in Melbourne, which is owned by and hosts the headquarters of the AFL. The company will have pouring rights at the stadium for its brands, not only during Aussie-rules football matches but also at concerts, starting with the visit of Ed Sheeran for three nights towards the end of this month.
“This partnership marks an exciting moment for Vinarchy,” said CEO Danny Celoni. “The AFL and AFLW have a unique connection to Australian culture, and we’re proud to have Grant Burge Wines as the official wine of the game, alongside Vinarchy as the official wine partner of Marvel Stadium.”
Vinarchy’s predecessor, Accolade Wines, was a long-time sponsor of both Australia’s and England’s national cricket teams with the Hardys brand.
Late last year, the company, formed by a combination of Accolade’s assets and a raft of brands acquired from Pernod Ricard in April, commenced a programme of reassessing brands in its portfolio that no longer fit its long-term strategy.
