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19th February, 2015

Chilean wine producer Cono Sur becomes the Official Wine of the Tour de France

Vina Cono Sur, the Chilean wine producer, has announced that they will be the Official Wine of the Tour de France in the UK in 2015 and for the following two years.

Cono Sur, famous for its Bicicleta range of wines widely available in the UK, will be using the tie-up to promote the wines in the host country.

Last year's sponsorship of Le Grand Départ - the opening three stages of the Tour in the UK - helped Cono Sur achieve almost 100% growth year-on-year overall.

This is reflected in the latest UK off trade sales data, which show that Chilean Pinot Noir has outsold New Zealand in both value and volume. Indeed, in terms of wines varietally labelled Pinot Noir, Chile has also outsold France over the same period, with Cono Sur the major driver for that growth.

Cono Sur Bicicleta Pinot Noir was the top selling Pinot Noir sku in 2014 in the UK.

The Tour gets underway on 4th July, 2015, and Cono Sur is planning a raft of promotional activities before, during and after the event to maximise awareness and grow sales.

Marketing Manager for Cono Sur, Dan Featherstone, said: "We're obsessed with bikes, so it made absolute sense to build on this relationship with the most famous cycling event in the world. We know that when people try our wines, they love them, so it's all about giving people something extra to remember our brand by - it's 'the one with the bicycle on the front'".





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