New Trivento campaign drives nation’s No.1 Malbec brand

Trivento, the leading Argentinean wine brand, has rolled out a wide-reaching campaign in support of its growing range of Malbec-based wines. “Discover your Trivento” is a multi-channel push, using 500 digital and static out-of-home sites nationwide, allied to a digital and social campaign, and over 1.6 million stickered bottles across the Trivento Reserve range in stores across the country.

At the heart of the new campaign is the “Discover your Trivento” mechanic: Wine shoppers can, by answering a few simple questions, find out which Trivento wine is best suited to their palates.

After less than a month of activity, the dedicated website discovertrivento.com had received over 140,000 visits from shoppers clicking on the QR code featured on all materials both digital, print and instore.

Trivento was founded in 1996 in Mendoza, but its UK story really started in 2013 when the first shipments of its Reserve Malbec began to be seen on UK shelves.

A decade later and Trivento has collected many "firsts" - it is now the UK's no.1 Argentinean wine brand, number one Argentinean wine brand worldwide and Trivento Reserve Malbec is not only the number one Malbec, but is the nation’s number one wine in this market.

Over the past few years, the winery has successfully introduced higher tiers in the form of Private Reserve Malbec (growing at +60per cent yoy) and Golden Reserve Malbec.

In recent innovations of the Malbec category, Trivento recently introduced a White Malbec – a white wine made from red grapes – which has also sold well and continues to pick up further listings, and also launched Trivento Malbec Rosé in 2020 which has seen double digit growth ever since.

“This is such an exciting time for the brand, as we build awareness of the other wines in the range beyond Trivento Reserve Malbec, which is the nation’s number one wine," said Heather Jones, Senior Brand Manager at Trivento. "We want people to find the wine that suits them best, whether it’s White Malbec, Malbec rosé, or one of the more premium reds.

”We continue to see fabulous growth in our premium Private Reserve (+60 per cent val yoy) and Golden Reserve (+19 per cent yoy) which proves wine shoppers are happy to pay more when they know they will get a superior quality wine. It’s the ‘good, better, best’ mantra in action.”

In 2021 Malbec overtook Shiraz and Merlot to become the largest red grape variety in the UK market, worth 14.9 per cent of red wine value sales, and is growing its share each month.