Trivento becomes top selling Argentine wine brandBy Arabella Mileham
Trivento has become the top-selling Argentine wine brand after doubling its international sales in the last five year.
The brand has topped the list of Argentine wine brands in latest IWSR Drinks Market Analysis, following sales of more than US$ 256,198,000.
The company, which is part of the Concha Y Toro stable, attributed the growth to its “solid and sustainable long-term business plan”.
CEO Marcos Jofré said the company was proud of this achievement, noting that it was the result of the efforts of many people – from its workers in the vineyards to those who represented the wines wines in international markets.
“This success is thanks to many different factors working together in the winery’s business strategy: the excellent value available in the wines and high scores; expanding distribution channels at the right moment, and a sales team that has dedicated and been motivated by the brand and the Argentine origin,” he said.
Over the last few years, Trivento had invested heavily in brand development and distribution in some of the keys markets for Argentine wine beoming the leading brand of Argentine wine in the Caribbean and Europe in 2013. It has now consolidated that at the global level, it said, referencing the IWSR’s the annual market report.
It made considerable headway in the competitive UK market, with Trivento Reserve Malbec now the number one red wine in the UK, and the brand now inlcuded in the Top 10 of all wine brands.
Penetration has also grown in its second most important export markets, the US, where it is one of the top three selling Malbecs in 2020. Florida is a key state for the brand, representing 30% of sales in the market.
Other key markets include South Korea, where distribution rose 935% in 2020 and Brazil, where sales rose 88% on the back of growth in the retail and ecommerce channels.
Felipe Rossel, global marketing director said these came as a result of “a clear and precise commercial strategy that has made Trivento grow into a premium brand that is focussed on key markets.”
Marketing invesmtne include the brand’s first 20” TV campaign in the UK in 2020, its ongoing strategic sponsorship of Bold Discoveries on the Discovery Channel, and Channel 5. Meanwhile in the United States, Trivento Reserve became the official wine of Major League Soccer (MLS) during 2020, and signed as the official sponsor for Inter Miami CF, owned by former England footballer David Beckham.