Waratahs Rugby signs new wine partner

Feb 13 • General News, Super Rugby • 1582 Views • Comments Off on Waratahs Rugby signs new wine partner

Photo: NSW Waratahs players Bernard Foley and Adam Ashley-Cooper with Elderton Wines joint Managing Director Cameron Ashmead
Photo credit: waratahs.com.au.

Premium Barossa-based wine company Elderton will become Waratahs Rugby’s Official Wine Partner for the 2014 Super Rugby season and beyond.

The partnership will see Elderton wines exclusively served at all Waratahs functions and events.

Elderton Wines joint Managing Director Cameron Ashmead said the partnership would play a vital role in building the brand in a key domestic growth market.

“The Sydney market currently accounts for approximately 30% of our domestic business and we see the potential for significant domestic growth in this key east coast location.

“The NSW Waratahs are one of Australia’s premier blue-chip sporting clubs and by supporting them, we will expose our brand to tens of thousands of potential new customers, as well as giving us access to an established database of loyal supporters.”

CEO of Waratahs Rugby Jason Allen was also similarly positive. “Our partnership with Elderton for the next three years will showcase the best of both organisations. We are confident that we can help Elderton achieve its goal of stronger penetration in the NSW market.”

Ashmead added that through matchday hospitality, the partnership will expose the company’s wines to many high-end corporate clients. “We’re expecting to see some really positive results in New South Wales through our partnership with the Waratahs and importantly, aligning ourselves with such a well recognised and prestigious sporting club, provides positive brand association for our company.”

Elderton Wines is a second generation family-owned wine company based in South Australia’s Barossa Valley run by brothers Allister and Cameron Ashmead. It produces approximately 50,000 cases of wine per year and exports to 25 countries around the world.