Trivento launches new Reserve Shiraz into UK marketBy Arabella Mileham
Argentine wine brand Trivento is launching a Reserve Shiraz into the UK retail market, capitalising on strong recent sales of its best-selling Malbec.
The brand, which is part of Concha y Toro UK, has seen strong growth in the 52-week period, with total value market sales up 52%, according to Nielsen (retail value sales and change data for the Total Still Wine category in the 12-months to 11 July 2020) and 30% growth in both grocery multiples and the impulse channels. Its Private Reserve Malbec has seen particularly strong growth, up 102% in value over the same 52- week period.
The new launch, which will be available in UK retail from mid-August (RRP: £8) will tap into the popularity for Shiraz in the UK market, which along with Merlot and Malbec, are the three most popular red grape varieties in the UK.
Trivento currently has a 23% share the Argentine category with household penetration rising to 5.6%, its highest ever figure.
Winemaker Maximiliano Ortiz said Argentine Shiraz had seen remarkable growth in the past decade. “It adapts very well to the higher sunshine and cooler regions of Mendoza, such as the Uco Valley.
“Trivento Reserve Shiraz shows beautiful crimson colour, full body, floral aromas, ripe black fruits and spicy notes of smoke and vanilla.”
In June, Trivento launched a Malbec Rosé which the brand said has enjoyed strong sales since launch.