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Cono Sur expands Tour de France involvement

Chilean wine brand Vina Cono Sur has signed an extended three-year sponsorship deal with the Tour de France cycling race.

Cono Sur will serve as the official wine of the Tour de France from 2015 to 2017 following a successful promotion surrounding the Grand Depart of last year’s event.

The opening three stages of the 2014 Tour were held in the UK and Cono Sur’s associated sponsorship helped it to record a 73.6 per cent sales increase during the weeks around the race in the UK and nearly 100 per cent year-on-year growth overall.

Cono Sur will aim for a similarly positive effect in France, while it will brand the caravan preceding the main race for the 2015 Grand Depart in the Netherlands and Belgium.

In the UK, Cono Sur will continue to utilise Tour de France branding on its bottles as part of a wider in-store marketing drive, which will run alongside a radio advertising campaign.