Virtual celebrations with fans around the world mark fourth anniversary of Santa Rita’s partnership with Arsenal6 de August de 2020
With the goal of connecting with consumers and fans around the world with the shared values of history, class and tradition, Santa Rita has put in place a series of digital events that allow everyone to experience La Vida 120.
August, 2020.- This year marks the fourth season since Santa Rita became the official partner of Arsenal, an occasion that calls for celebration. In these challenging times the Covid-19 pandemic has brought upon, we believe that now, more than ever, sharing unites us. As such, the winery conducted various events in selected markets to bring consumers and football fans together.
Celebrations began in the UK, with Arsenal Legends Ray Parlour and Alex Scott joining 120 winemaker Óscar Salas for an exclusive IG Live session in June, toasting for the return of the Premier League with a glass of 120.
In August, online events reached South America; in Brazil and Paraguay, Legend Gilberto Silva connected live with enthusiastic fans to know all the secrets behind a world champion and discover which wines pair best with an authentic Paraguayan barbecue. The same month, fans from Chile enjoyed a one-of-a-kind live interview with Legend Robert Pirès, who revealed his most special moments in the invincible team as well as his favourite 120 wines.
Over the next months, the focus will be on Asia, with targeted campaigns for Chinese fans featuring Robert Pirès disclosing the best memories of his football days with the company of 120 wines.
Since 2016 —when Viña Santa Rita began the partnership with Arsenal— more than 6 million fans have enjoyed Santa Rita wines at the Emirates Stadium, with over 87 thousand bottles sold. The Santa Rita Arsenal digital content has generated around 640,000 interactions and more than 400 million impressions, with £2 million in media exposure. In addition, 600 people have participated in 120-Arsenal first-hand experiences in Europe, the US, Asia and South America. Santa Rita has successfully introduced the 120 Arsenal FC Edition wine, present in key markets as Brazil, China, Hong Kong, England and Chile.
ABOUT SANTA RITA
Established in 1880, Santa Rita is one of Chile’s oldest and most respected wineries. It currently owns over 3,700 hectares of Wines of Chile Certified Sustainable vineyards in the following wine valleys: Limarí, Casablanca, Leyda, Maipo, Colchagua, Apalta, Maule, Rapel and Curicó.
Santa Rita is the number #1 selling wine brand in Chile and the top selling wine brand in the off-trade in Ireland. Brands under the Santa Rita Label include: 120, Secret Reserve, Reserva, Medalla Real, Floresta, Pewën de Apalta, Triple C and Bougainville. The top wine is Casa Real Reserva Especial, whose first vintage, 1989, was awarded the prestigious ‘Wine Legend’ status by Decanter Magazine and was the first wine from South America to achieve this recognition ranking it alongside some of the most historic wines of the world.
Santa Rita is recognised as one of ‘The World’s Most Admired Wine Brands’ by Drinks International, and was awarded ‘Ethical Company of the Year’ at the Drinks Business Green Awards 2015. It also received the ‘Winery of the Year 2016’ by Wines of Chile.
ABOUT ARSENAL FOOTBALL CLUB
Arsenal Football Club was born when a group of workers at Dial Square armaments factory in Woolwich, notably exiled Scotsman David Danskin and Jack Humble, decided to form a football team to break the monotony of factory life.
Since that Dial Square team played its first match against Eastern Wanderers in 1886, Arsenal has gone on to become one of London’s most successful football clubs and one of the most famous names in modern football with millions of passionate followers worldwide.
Steeped in history and tradition, Arsenal Football Club has thrived on a pioneering and innovative spirit that has existed throughout its 133 years in existence. While society and football may have changed during this time, Arsenal has always served to create a sense of community for people in Islington, across the UK and now around the world.
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