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Premiership Rugby seals early extension with wine partner

Premiership Rugby, which operates the top division of rugby union in England, has extended a partnership with wine brand Bodega Trivento.

The renewal will run for two years, from 2015-16 until the end of the 2016-17 season.

The new relationship, which kicked off at the start of this season, helped Bodega Trivento to become the most popular Argentinian wine brand by value in the UK in the 12 weeks leading up to the end of 2014.

“It is testament to the working relationship and results we have achieved in the last six months that we are already extending the relationship for two further seasons,” Premiership Rugby commercial director Dominic Hayes said.

Clare Griffiths, marketing director of the wine brand’s parent company, Concha y Toro UK, added: “The brand is doing incredibly well in what is the strongest performing country category currently, and the natural overlap with rugby supporters in terms of target audience is helping us to build its household penetration.”