Boris Becker backs new Accolade Wine brand as TWE ends UK bottling deal
Tennis star Boris Becker has been revealed as a brand ambassador for a new Chilean brand from Accolade Wine as Australian wine giant Treasury Wine Estates (TWE) announced it will no longer be bottling its wine destined for the UK market at the Accolade Park base.
Tennis star Boris Becker has been revealed as a brand ambassador for a new Chilean brand from Accolade Wine as Australian wine giant Treasury Wine Estates (TWE) announced it will no longer be bottling its wine destined for the UK market at the Accolade Park base in Bristol.
Becker, who is a six-time Grand Slam winner and former world number one tennis star, will appear in various consumer marketing campaigns around the theme of "ambition and dedication" for new Chilean wine brand, Anakena.
The news follows a development this week where Australian wine giant Treasury Wine Estates (TWE) ended its bottling agreement with Accolade Wines at their Bristol based warehouse and distribution site, Accolade Park.
Harpers understands that the changes are due to come into effect in 2019.
Until then, Accolade is remaining tight-lipped on where their wines will be bottled for UK distribution.
Anakena was launched six months ago and is already the fifth best-selling wine brand from Chile to the UK according to the company.
The partnership between Anakena and Becker expands the wine's connections in the sporting world, having already teamed up with Jamie Murray, world number one doubles player and brother of world number one Andy Murray.
"We've already seen great success with our Anakena brand and we're incredibly excited to now be partnering with the tennis legend Boris Becker, who shares a close link with Anakena's challenger personality," Amy White, marketing director for Accolade Wines, said.
"As the youngest ever player to win the Wimbledon Championships, Boris has always shown great dedication and ambition to his sport. Working hard as a both a world class player and coach, Boris' relentless drive epitomises the spirit of Anakena and we believe this is the start of a fantastic partnership."
Accolade Wines is a global wine business with headquarters in South Australia and offices in the UK (Weybridge and Bristol), South Africa (Stellenbosch), Moscow, Warsaw, Shanghai, Singapore, Beijing and California.
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