Concha y Toro, South America’s leading producer and exporter of premium branded wines, has signed a three-year deal to become the official wine partner of Manchester United Football Club.
The Concha y Toro products, made from grapes grown in Chile and Argentina, will be stocked in Old Trafford's lounges, boxes and bars from the beginning of the 2010/11 season.
Reds manager Sir Alex Ferguson said he was "delighted" to welcome Concha y Toro into the Manchester United family.
"Like United, it's a company with a lot of history that, while never afraid to change, has always kept hold of its roots," he said. "This is a partnership that unites the two great passions in Latin America: football and wine. I'm looking forward to it."
Concha y Toro marketing director Giancarlo Bianchetti was similarly enthusiastic.
"Our new partnership with Manchester United is absolutely aligned with Concha y Toro’s long‐term strategy to increase awareness and penetration of our brands worldwide. We wanted to find a partner who shared our commitment to excellence and Manchester United Football Club has developed an immensely powerful global brand.
"We intend to activate the partnership in a variety of ways around the world, using strategies and tactics which best suit each market."
An official partnership launch, attended by Sir Alex and members of the United first team, will take place at Old Trafford in August.