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Trivento Strikes Three-year Deal with Major League Soccer

Posted on September 12, 2017

New York, NY (September 12, 2017) – Excelsior Wines, North America’s largest importer of South American wines, has signed a three-year sponsorship agreement with Major League Soccer (MLS). As a result, Trivento, Excelsior Wine’s top-selling wine brand from Argentina, becomes the Official Wine of Major League Soccer. The sponsorship, which takes effect January 1, 2018 and extends through 2020, will enable Trivento to collectively leverage all 20 U.S.-based MLS Clubs at retail (LAFC joins in 2018).

All four ranges in the Trivento line-up – Trivento Reserve varietal wines, Amado Sur blends, Golden Reserve Malbec and the single-vineyard prestige cuvée Eolo Malbec – are included in the partnership, the latest in a series of high-profile sports partnerships initiated by Excelsior Wines.

New MLS-branded packaging for the Trivento Reserve label and access to MLS regular and post-season matches are included in the agreement. Opportunities extend to game tickets and access to VIP hospitality, including the MLS All-Star Game presented by Target, the Audi MLS Cup Playoffs and MLS Cup, MLS’ championship match, plus branded merchandise, player appearances and sweepstakes programs.

“Partnership with Major League Soccer is a natural for Trivento, with Argentina home to some of the world’s greatest champions on the soccer field and in world-class Malbec. When it comes to wine purchasing, MLS fans index higher than other leagues throughout North America. Trivento is on a winning streak, with Trivento Reserve Malbec the fastest-growing Malbec in the $10-$15 category in the U.S. Sales of Trivento Reserve Malbec in the first six months of 2017 are up +27% over the same six-month period last year. Add to that, Trivento has just been designated a “Hot Prospect Brand” by Impact, a leading source of data and analysis for the international beverage industry,”” said Marc Goodrich, president of Excelsior Wines.

“MLS continues to afford brands access to a unique, engaged audience in North America, which enables new partners like Trivento to grow market share in the world’s most competitive retail environment,” said Carter Ladd, vice president of business development for Soccer United Marketing, MLS’ commercial arm. “We’re excited that a great, global brand like Trivento is joining our family of corporate partners at the MLS table.”

Trivento: One of the larger estates in Mendoza, Trivento enjoys an international reputation as a source of stellar quality wines from Argentina’s premier wine region. With vineyards in the Maipu, Tupungato and Rivadavia districts, Trivento exemplifies the benefits of high-altitude viticulture, from the icon Eolo Malbec to the award-winning Reserve collection. Trivento was established in the mid-1990s. The Trivento name, meaning “Three Winds,” is a whimsical reference to three winds that sweep through Mendoza and are a distinguishing feature of the region’s climate and environment.

Excelsior Wines: A partnership between Concha y Toro of Chile and Banfi Vintners, and the largest importer of South American wines in the U.S. The portfolio also includes the California wines of Little Black Dress from Fetzer Vineyards, acquired by Concha y Toro in 2011, plus Beckon Bien Nacido Vineyard Pinot Noir and Beckon Central Coast wines.

Major League Soccer: Headquartered in New York City, Major League Soccer features 22 clubs throughout the United States and Canada. For more information about MLS, visit

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