Pop stars including Katy Perry, Ed Sheeran, Robbie Williams and Bruno Mars will be served up wines from Chilean brand Frontera at this year’s BRIT Awards.
Craig David, who made love from Wednesday to Saturday but chilled on Sunday, at the BRITS 2017 Nominations Show (Photo: BRITS)
For the second year in a row, Frontera has signed up to be the official wine of the UK’s biggest night in pop music, which take place on Wednesday 22 February at The O2 Arena in London.
The line-up for this year’s BRITS – an event which brought us such memorable moments as Jarvis Cocker mooning Michael Jackson and Madonna getting dragged off-stage by her neck – includes Katy Perry, Ed Sheeran, Robbie Williams, Bruno Mars, The 1975, Little Mix, Emeli Sandé, and Skepta.
“Frontera uses the Brit Awards partnership to help build its positioning, that the brand is as important to any social gathering as good music and great friends,” James Hick, Frontera brand manager, commented.
“The partnership has taken the brand to a new level, opening up distribution channels and an increased brand awareness amongst consumers.”
For Frontera this has largely been driven by product developments such as the creation of a bespoke ‘cigar’ label featuring The BRIT Awards logo and a re-design of the outer wine case.
Frontera is to be the official wine of the BRITS for the second year in a row
As the official wine of The BRIT Awards 2017, 4,000 bottles of wine will be served to a range of VIP guests from the music and creative industries.
The wines will be poured as part of dinner prior to The BRIT Awards show as well as being available in the artist bars and after-show party.
Other activity on the night of The BRIT Awards includes an illustrator at the after-show party who will draw caricatures of guests in the Chilean ‘Lira Popular’ style that is also used on the bottle labels.
Frontera’s partnership with the BPI, of which The BRIT Awards with Mastercard is the most significant event, is part of the Chilean brand’s drive to recruit a younger adult audience for wine – the 18 to 35-year-olds.
Frontera is produced by Concha y Toro, South America’s leading wine producer. Frontera wines available in the UK include: Frontera Sauvignon Blanc, Frontera Pinot Grigio, Frontera Merlot, Frontera Cabernet Sauvignon and Frontera Rosé.
Launched in 1977, The Brit Awards is the UK’s most prestigious annual music award ceremony, which celebrates the biggest successes in music, while acting as a global platform to promote new British and international talent.
The BRIT Awards 2017 will be the 37th awards, which has raised more than £17m for The BRIT Trust charity, whose main beneficiaries are the BRIT School for Performing Arts & Technology and music therapy charity Nordoff-Robbins.