Accolade Wines in new sponsorship deal with British Tennis and LTA
The newest brand in the Accolade Wines portfolio, Viña Anakena, was relaunched in the UK market, last Friday (December 4th) at the Royal Albert Hall, prior to the British Champions Tournament, to mark its new sponsorship arrangement with British Tennis and the UK Lawn Tennis Association.
Viña Anakena became the newest brand to enter Accolade Wines' portfolio following its acquisition by Accolade Wines in September 2015. Accolade Wines is now the first company to have a footprint in all major New World wine regions, cementing its position as the leading New World supplier of premium and commercial wines.
Paul Schaafsma, CEO, Accolade Wines, hosted the event and commented: "Viña Anakena is a high quality Chilean wine brand with an established international reputation as a producer of world-class, distinctly Chilean wines. We firmly believe that, under our ownership, we can now take the brand to the next level in terms of its global presence and distribution".
UK and Ireland Marketing Director, Amy White commented: "In consumer research Viña Anakena scored higher than any of the key competitor brands in the category. The brand came out as the number one choice for consumers on a range of benchmark criteria such as, shelf stand out, quality of packaging, price: quality ratio, purchase intent, propensity to switch and 'a brand for me'".
"The results were overwhelmingly positive for Viña Anakena and alongside the marketing programme we have in place for the brand, we're feeling very excited about the future potential of this brand".
"To support the launch of Viña Anakena Accolade Wines will invest half a million pounds in the brand over the next twelve months", Schaafsma commented.
"This includes a new partnership with the Lawn Tennis Association which will see Viña Anakena become the Official Wine of British Tennis and the Lawn Tennis Association. Accolade Wines has signed a three year deal to ensure a long term platform from which to build awareness and loyalty for the brand.
"This partnership is a fantastic opportunity for Viña Anakena and we couldn't be happier to be working alongside the LTA and British Tennis team, particularly given the recent success in the Davis Cup which saw the British team beat Belgium to win the tournament for the first time in seventy-nine years.
"With general interest in tennis now heightened following this fantastic performance, we're very excited about the 2016 calendar including the AEGON Championships at The Queen's Club and, of course, Wimbledon next summer".