Frontera After Dark sponsors the Miami Marlins

US wine importer Excelsior Wines has signed a new sponsorship deal with the Miami Marlin’s baseball team, which will promote Chilean wine brand Frontera After Dark.

The new deal will run until 2019 and see the Chilean wine brand, which is made by one of South America’s largest exporters Concha Y Toro, become the Marlin’s ‘preferred wine partner’.

It follows the launch last month of the Frontera After Dark range, which has been designed to crack the lucrative US millennial market. It comprises two lines, a Moscato blend called ‘Moonlight’ and a Cabernet Sauvignon-Syrah-Merlot blend called ‘After Midnight’.

South Florida is Frontera’s number one market in the US, according to Excelsior Wines’s president Marc Goodrich. “Working with the Miami Marlins is a natural step and another way to integrate further within the local community by uniting our respective fan bases,” he said.

The deal will see the wine brand promoted in signage across the baseball team’s 37,000 stadium, which will be visible on televised games, as well as sponsoring VIP ticket packages and on social media.

Excelsior Wines is a joint partnership between Concha y Toro and one of the US’s largest importers of South American wines, Banfi Vintners. As well as the Frontera range, its portfolio includes wines from Concha Y Toro’s Californian producer, Fetzer Vineyards, including Little Black Dress and Five Rivers.