This new Trivento and Weber promotion is being run through a collaboration between the brands as a way to reward consumers this summer with some entertaining essentials. The campaign puts a focus on a weekly prize draw that shoppers can enter by purchasing Trivento wines with a code, which can be scanned to enter them for a chance to win. The prize draws put 75 Weber Lumin Compact Electric barbecues up for grabs, while 7,500 coupons will also be available to encourage consumers to continue purchasing all season long.
Senior Brand Manger at Trivento Preety Johl spoke on the partnership with Weber saying, "We were looking for the perfect partner for our well-known and loved range of wines, and who better than Weber, makers of the finest barbecues. Trivento’s range of Malbecs, whether red, rosé or even white, are famous for pairing brilliantly with summer outdoor occasions, so this is the fantastic tie-up. We look forward to helping to make lots of barbecues happen this summer.”
What Makes This Trend Stand Out
- Co-branded Entertaining Campaigns
- Seasonal partnerships between complementary food, beverage and appliance brands create richer consumer occasions while opening space for bundled loyalty ecosystems and shared retail data strategies.
- Code-driven Prize Promotions
- Purchase-linked codes and weekly prize draws turn routine shopping into measurable engagement, with potential for personalized rewards, first-party data capture and gamified repeat purchasing.
- Outdoor Occasion Pairing
- Wine, barbecue and summer hosting themes are converging into lifestyle-led promotions that can reshape merchandising around moments rather than single product categories.
Sectors Adopting This
- Wine and Spirits
- Premium and casual wine brands are using lifestyle collaborations to expand beyond taste credentials, creating opportunities for occasion-based discovery, digital couponing and cross-category loyalty.
- Outdoor Cooking
- Electric barbecue makers benefit from partnerships that place grills inside everyday entertaining rituals, highlighting growth potential in compact appliances, urban grilling and experiential product trials.
- Retail Promotions
- Coupon-backed sweepstakes and collaborative campaigns give retailers a stronger mechanism for linking seasonal demand, basket expansion and consumer engagement across multiple participating brands.
