Marqués de la Concordia kicks off limited edition football partnership

By Jo Gilbert

Published: 08 June, 2018

On the back of World Cup fever, Marqués de la Concordia has announced a three-year sponsorship agreement with the country’s national team.

Ahead of next week’s kick-off, the leading Spanish group has unveiled the fruits of a team-up with the Royal Spanish Football Federation (RFEF) in the form of three commemorative limited editions wines.

Two of these will draw from two of the company’s top producers, Lagunilla and Federico Paternina, which will be marketed under the tagline of "Believe, Win”.

The third, a pair of 100% Crianza and 100% Tempranillo Blanco special selections, is also being launched as part of strategy to highlight the parallels between Spain’s winemaking and sporting prowess.

"Like the national team, we represent the best of the country,” said Nick Mantella, UK commercial director.

“In the same way that the national coach chooses and leads the best players, Marqués de la Concordia selects the best wines from the four most important regions in Spain: Rioja, Ribera del Duero, Rueda and Cava that, together, represents three quarters of the DO wine consumed in Spain.”

To spread the message from its latest initiative, the company will be implementing various events, promotions and competitions to consumers through World Cup month.

This includes the promotion around the “Gourmet de la Roja” from Paternina Rioja, which will be available in the UK on-trade through Camino Spanish Restaurant and via Oddbins in the off-trade.

Marqués de la Concordia Family of Wines has compiled a portfolio of estates from across Spain since it was founded in 1812.

It is owned by high-end Spanish lifestyle group The Haciendas Company, which highlights Spanish winemaking and gastronomy through its hotels and restaurants.

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