Isla Negra promo

Chilean wine brand Isla Negra has joined forces with English Heritage to launch an on-pack promotion exclusively with Tesco.

The neck collar promotion, which comprises 2.5 million bottles, is being rolled out into the retailer’s stores nationwide this week, offering shoppers two for one entry at hundreds of the charity’s sites.

The push, running across all Isla Negra’s six varietals, would help grow the number of people buying the wines and add standout on shelf, said marketing manager Dan Featherstone, adding the brand also wanted to reward the wine shopper. He described the partnership as a “perfect fit”.

Isla Negra volume sales were up 10% in the 12 w/e to 16 August 2016 [IRI]. Featherstone put the growth down to the tipple being “well established as a wine brand that people love”.

Head of partnerships at English Heritage Sinéad Donoghue said: “Partnerships with companies like Isla Negra are vital in supporting the work of English Heritage, helping us look after the places in our care and put people where history really happened.”