Trivento enters top 10 branded light wines

By Lisa Riley

Published: 26 January, 2021

Trivento, Concha y Toro’s (CyT) Argentinean wine brand, led the charge as the company delivered strong off-trade growth for the 12-week period to 2January 2021.

CyT said its overall UK off-trade wine sales grew by £27m during this period, the greatest absolute value growth of any wine brand supplier in this market, excluding own-label, according to Nielsen Scantrack.

Moreover, the data revealed Trivento had entered the top 10 branded light wines for the first time.

Growing at 74% year-on-year, Trivento currently sits in 11th place, up from 18tha year ago (Nielsen Scantrack, 52 w/e to 2 January 2021), and sold over one million 9 litre cases in the calendar year.

“We’re obviously delighted to be reporting these figures after the challenges of last year. It’s particularly encouraging given that we have even more exciting marketing plans for each of the brands this year, as we look to consolidate growth that has been driven by changes in shopper behaviour in 2020 due to the pandemic,” said commercial director Clare Griffiths.

Trivento was one of three CyT brands in the Christmas top 10, alongside Casillero del Diablo, which was 4, and Isla Negra at 10.

Household penetration figures for Casillero del Diablo and Trivento also hit record levels for the brands, at 11% and 7% respectively, according to Kantar Worldpanel.

To keep the momentum going, CyT said it had “plenty more to come in 2021”.

“We are so pleased with the stellar performance of Trivento, backed by strong investment, and it has enabled us to build ever more ambitious marketing plans for the coming year,” said Trivento marketing manager Preety Johl.

The company said details of marketing focuses going forward would be revealed in the coming weeks.

In November, CyT revealed its net profits had risen 54% in the third quarter, with EBITDA growing 53%.

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