Frontera has been named the Official Wine Partner of the GRAMMY Awards. The multi-year agreement commences with the 2022 celebration.
Frontera, the #1 Chilean wine brand in the United States, will have logo inclusion on GRAMMY signage, invitations, and award show collateral. Frontera wines will also be poured in the VIP Partner Lounge, annual GRAMMY Nominees Reception, and official GRAMMY Celebration event.
“Our alliance with the GRAMMYs marks the highest point of our association with the world of music.” – Concha y Toro
“Becoming the official wine partner of the GRAMMY Awards is a tremendous achievement for Frontera and speaks highly of how we have been building up our brand around music. In our search for new consumers, we began an extensive campaign with Spotify almost three years ago. This new alliance with the GRAMMYs marks the highest point of our association with the world of music,” explains Andrés Parot, Marketing Director of Endorsed Brands at Concha y Toro winery.
“Frontera is proud to partner with the leading music awards show in the world to bring our vibrant, versatile wine brand to music fans,” said Wayland Boyd, Senior Brand Manager for Frontera in the US. “The GRAMMY Awards’ engaging fan experience attracts music enthusiasts from across the globe, and we are excited to introduce them to the distinctive Frontera brand with a legacy of music programming that includes our presence at the GRAMMY Awards and in retail stores.”
No stranger to wine and music, Frontera has collaborated with the Latin GRAMMY Awards since 2020 and music streaming service Spotify since 2019, pairing genre-specific playlists with each of four different wine styles in the Frontera portfolio.
For additional information, head over to Frontera’s official website.