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Viña San Pedro, Chilean Parent Company of Gato Negro, Launches New U.S. Public Relations Campaign


Subsidiary of VSPT, Chile’s Second Largest Exporter, Seeks to Expand Market Share for Key Brands

New York, NY, October 16, 2017 — Chile’s Viña San Pedro, a subsidiary of VSPT Wine Group, is proud to announce the launch of an integrated communications campaign in the United States to educate trade, press and consumers about the company’s focus wine brands: Gato Negro, 1865 and Cabo de Hornos. Viña San Pedro has appointed Colangelo & Partners, a fine wine, spirits, and food-focused integrated communications agency, as its agency of record.

Founded in 1865, Viña San Pedro is one of Chile’s most historic and important producers, with a presence in over 70 markets worldwide and 8.9 million cases sold domestically and internationally in 2016. VSPT, Viña San Pedro’s parent company, is the second largest exporter of wine from Chile, with properties located throughout Chile’s most renowned wine regions producing some of the country’s most prestigious wines. The company’s global flagship, Gato Negro, is the third most sold Chilean wine brand in the U.S., and the third largest brand on Facebook with over 1.1 million fans. The award-winning 1865 portfolio of wines (www.sanpedro.cl/en/1865-single-vineyard) honor the founding year of the Viña San Pedro, and focus on producing wines from the best terroirs in Chile. Cabo de Hornos is one of Viña San Pedro’s limited-production icon wines.

The new partnership with Colangelo & Partners Public Relations will work to strengthen the company’s U.S. presence through a combination of media outreach, winemaker tours, press trips, influencer and experiential marketing, social media and events. Viña San Pedro will join renowned wine groups such as Aveníu Brands, González Byass, Vintage Wine Estates, C. Mondavi & Family as part of Colangelo & Partners’ global client roster.

“The U.S. has been one of our key markets for decades and we are committed to continue this path through outstanding value brands.  As such, we see tremendous opportunity for innovative product launches and expanded offerings within our product lines that can be supported by strategic communications initiatives,” explains VSPT Wine Group CEO Pedro Herane.

“We have been a long-term partner of Viña San Pedro,” comments Shaw Ross Managing Director Bruce Hunter. “We are excited to see them investing in new communications initiatives for the U.S. market and are eager to support their growth.”Sustainability is another key focus for VSPT Wine Group, which was given the ‘Green Company of the year’ award in 2016 by the Drinks Business. They are also the first vineyard in the world to implement use of a biogas plant. The company is committed to growing sustainably, which encompasses both social and economic factors as well as the environmental.  Some of the initiatives that the VSPT Wine Group is excited about communicating to audiences in the U.S. include biodiversity conservation, Fair Trade programs and measurement and management of the company’s CO2 footprint. 

In addition, VSPT Wine Group entered the Dow Jones Sustainability Index (DJSI) for the first time in September 2017, under the Chile subcategory. This index measures the annual performance of over 2,000 companies listed on the most important stock exchanges around the world.“At Viña San Pedro, we are passionate not just about wine, but for innovation and sustainability,” remarks Herane. “For us, it’s about setting the highest possible standards in order to produce the best quality products for wine-drinkers around the world.” 

Viña San Pedro’s brands are imported by Shaw Ross, distributed nationally and available in both the on and off premise. They range from $4.99 with the Gato Negro line to ultra- premium wines at $44.99 for Cabo de Hornos.

About Viña San Pedro

Viña San Pedro was founded in 1865, over 150 years ago, and is one of the most important Chilean wineries boasting a presence in over 70 markets worldwide. Today, Viña San Pedro is a part of VSPT Wine Group, the second largest wine group in Chile, with a presence across all of Chile´s main viticulture valleys from Elqui to Itata; over 4,244 hectares planted and 15.24 million cases produced in 2016. Furthermore, VSPT Wine Group is the most sustainable winery in the world and was awarded as such in 2016 by Drinks Business, receiving the ‘Green Company of the Year’ award.

About Shaw Ross International

Shaw Ross was founded in 1968 as a boutique wine and spirit importer representing a handful of brands, Shaw-Ross has grown into one of the nation’s leading importers representing over thirty suppliers from around the world whose brands enjoy full national distribution through a network of outstanding wholesalers.  By concentrating on building a balanced portfolio of wine and spirits that cover the spectrum from small boutique gems to powerhouse volume brands, Shaw-Ross is able to offer a wide range of interesting and unique products that are relevant in today’s ever changing environment.

About Colangelo & Partners

Colangelo & Partners specializes in premium food, wine and spirits brands, and has long established relationships with the key press that drive these business categories and help determine the industry leaders. Agency principals have years of experience in retail and distribution as well as communications, a rare combination that gives Colangelo & Partners invaluable insights into consumer purchasing behavior. The agency focuses on ‘closing the loop’ between creative communications programs, distribution, promotion, publicity and the consumer in order to maximize the efficiency of its communications programs and deliver measurable results. Founded in 2006, Colangelo & Partners was honored as one of the year’s top integrated communications firms at the 2013 Agency Elite Awards and for one of the best digital marketing campaigns at the 2014 Digital PR Awards.

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