Concha y Toro celebrates third year of partnership with Manchester United In the presence of Chile's Minister of Finance, Felipe Larraín, Manchester United Legends Sir Bobby Charlton and Andrew Cole, and International Marketing Manager for Concha y Toro, Sebastián Aguirre, Concha y Toro celebrated the start of the third year of their partnership with Manchester United at Old Trafford.

"When we began this project, we never imagined the scope it was going to provide us. In these two years of partnership with the Club, focusing particularly on our Casillero del Diablo brand, we have been able to carry out many activities with the brand association created allowing us to reach millions of new consumers. The results are highly positive   contributing to the global positioning and strong market recall of Casillero del Diablo", says Sebastian Aguirre from Concha y Toro.

"Like in football, as a minister in the government we have to know how to play as a team, score goals, defend. It is very inspiring what has made Manchester United with their sponsors, highly successful in every way. In addition, in the seminar we had this morning, we have also spread Chile beyond our borders", commented Felipe Larraín, Chilean Minister of Finance.

"The Club is ambitious, hungry for success and determined to work hard to achieve it. These are qualities we look for in our partners. I don't think there is any doubt that we found them -and more- in Concha y Toro (…) I can honestly say that I have never met a sponsor that agrees with that philosophy more than Concha y Toro", affirms Richard Arnold, Commercial Director of Manchester United.

The partnership with Manchester United is seen by the winery as a long-term association between two global brands admired throughout the world. An indicator of the partnership's impact is a solid sales growth of 43% recorded in the periods and markets where joint marketing activities have taken place. Sales in some markets have rocketed, as in the case of South Africa (170%), Cameroon (925%), China (86%), Czech Republic (373%), Estonia (721%) and Latvia (503%), to mention a few.

During the partnership with Manchester United, Concha y Toro have launched many marketing campaigns using the Casillero del Diablo brand. A great example of partnership activation was the television commercial filmed at Old Trafford, linking the Casillero del Diablo legend with the legendary status of each Manchester United player (Rooney, Giggs and Evra), and of the Club. The commercial leveraged an unprecedented amount of global visibility for Casillero del Diablo.

Concha y Toro has also been part of Manchester United's tours of the USA and Asia, carrying out marketing activities and hosting consumer events around these trips. In addition, Concha y Toro wines are served in VIP hospitality suites at Old Trafford, and the brand has a presence in Manchester United media and communications, reaching a database of millions of fans.

Concha y Toro: Chilean company a successful case

The meeting took place within the seminar "Chile: Opportunities for Exporters", organized by UK Trade and Investment (UKTI) and ProChile. The event seeks to underline the advantages of Chile as a business development centre, bearing in mind that Chile has been recognized as the strongest economy in South America. Viña Concha y Toro participated in the exposition "A Chilean Company's Experience in the UK".

There, the company talked about its business experience in the United Kingdom, a market in which it has had its own distribution office since 2001. Concha y Toro's successful performance in the competitive British market is notable, with sustained growth and a group market share representing close to 50% of all Chilean wines, alongside the positioning of Casillero del Diablo among the best-selling premium brands in the UK.

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