ABOUT

Our brief was to find a platform to support the brands ambitious goals of increased distribution amongst existing and new retailers and build brand awareness with consumers.
We knew the brand wanted a big idea, something unique to the category, something to capture hearts and minds. We wanted an idea that could live on past 2015.

Our Approach: Three sports indexed highly against our audience: cricket, golf and rugby. Cricket already had a strong wine partner, golf was considered too niche but Rugby hit the mark on multiple levels.
We approached the governing body that organises Premiership Rugby, PRL, and negotiated a unique rights package to become the exclusive ‘wine’ Official Supporter of Premiership Rugby. A perfect partnership:
The Premiership Rugby 12 clubs had a geographical spread that matched the brands key retail accounts
The Premiership Rugby competition lasted for 9 months each season allowing us multiple activation opportunities
Rugby received Instant positive recognition amongst our target audience
It offered Trivento a unique story to share with their retail customers