New multi-channel ‘Discover your Trivento’ campaign is driving mass awareness and encouraging trial across the portfolio
- National out-of-home expected to reach 33% of UK adults via 500 sites
- Digital and social media reach over 4 million users
- 6 million bottles of Trivento Reserve wines stickered with link to quiz
- Online quiz encourages shoppers to discover the style of Trivento best suited to them
- Over 140,000 visits to dedicated Trivento UK website in just one month
- Trivento Reserve Malbec is the nation’s Number 1 wine**
- Private Reserve Malbec showing phenomenal growth of +60% for premium tier*
- Reflects successful strategy of building quality tiers for the brand, which is now worth over £100 Million in RSV*
Trivento, the leading Argentinean wine brand, has rolled out a wide-reaching campaign in support of its growing range of Malbec-based wines. “Discover your Trivento” is a truly multi-channel push, using 500 digital and static out of home sites nationwide, allied to a digital and social campaign, and over 1.6 million stickered bottles across the Trivento Reserve range in stores across the country.
Discover your Trivento
At the heart of the new campaign is the “Discover your Trivento” mechanic: Wine shoppers can, by answering a few simple questions, find out which Trivento wine is best suited to their palates.
After less than a month of activity, the dedicated website discovertrivento.com had received over 140,000 visits from shoppers clicking on the QR code featured on all materials both digital, print and instore.
Trivento was founded in 1996 in Mendoza, but its UK story really started in 2013 when the first shipments of its Reserve Malbec began to be seen on UK shelves.
A decade later and Trviento has collected many ‘firsts’ – it is the nation’s no.1 Argentinean wine brand,* the number one Argentinean wine brand worldwide*** and Trivento Reserve Malbec is not only the number one Malbec, it is the nation’s number one wine in this market.**
Always celebrated and awarded for its high quality, over the past few years, the winery has successfully introduced higher tiers in the form of Private Reserve Malbec (growing at +60% yoy)* and Golden Reserve Malbec.
In recent innovations of the Malbec category, Trivento recently introduced a White Malbec – a white wine made from red grapes – which has also sold well and continues to pick up further listings, and also launched Trivento Malbec Rosé in 2020 which has seen double digit growth ever since.
Heather Jones, Senior Brand Manager at Trivento, says
“This is such an exciting time for the brand, as we build awareness of the other wines in the range beyond Trivento Reserve Malbec, which is the nation’s number one wine. We want people to find the wine that suits them best, whether it’s White Malbec, Malbec rosé, or one of the more premium reds.
”We continue to see fabulous growth in our premium Private Reserve (+60% val yoy) and Golden Reserve (+19% yoy) which proves wine shoppers are happy to pay more when they know they will get a superior quality wine. It’s the ‘good, better, best’ mantra in action.”
*Nielsen Scantrack, Value sales, Total coverage, 52w ending 25.3.2023
**Nielsen Scantrack, 75cl glass bottle, Value & Volume Sales excluding Private Label, Total Coverage, 52 w.e 25.3.23
***IWSR value sales
Comments are closed.