Boris Becker, the six-time Grand Slam winner and former world number one tennis star, has been unveiled as a brand ambassador for Anakena, the new Chilean wine brand in the UK. Launched just six months ago, Anakena is already the fifth best-selling wine brand from Chile.
This announcement further strengthens Anakena’s presence in tennis, complementing its existing partnerships with British Tennis and world number one doubles player, Jamie Murray.
Must admit, I have never seen Boris happier …editor
Boris Becker will work with the Anakena brand to communicate its Ambition and Dedication story, which will continue to feature throughout the brand’s consumer marketing plans. In particular, Anakena will use Becker to support promotions with leading customers, deliver engaging content across the brand’s social media platforms, and front a trade campaign around The LTA’s ‘Summer of Tennis’.
Ambition and Dedication articulates Anakena’s story, with the name coming from an ancient Chilean ‘Birdman’ legend. The legend tells that every spring the Easter Island sea bird ‘Manutara’ would lay its precious egg in a secret hideaway (or Anakena) somewhere in the coastal cliffs on the islet of Motu Nui. The men from Rapa Nui (Easter Island) would show their worth by swimming the long distance to the islet in search of the egg. The first islander to bring it back safely was given the title of ‘Tangata Manu’, the Birdman. The victor would be bestowed with honour and fortune for the whole year until the race was swam again. The Anakena Birdman Series of wines plays homage to the competitive spirit of the Birdman.
Boris Becker, Anakena Wines Ambassador, said: “Anakena’s story of Ambition and Dedication resonates with my experiences as both a tennis player and coach so I am delighted to partner with Anakena to help them tell their story. As a relatively young brand in the UK market, it’s an exciting time to partner with Anakena and help grow awareness and engagement with consumers.”
Amy White, Marketing Director, Accolade Wines, said: “We’ve already seen great success with our Anakena brand and we’re incredibly excited to now be partnering with the tennis legend Boris Becker, who shares a close link with Anakena’s challenger personality. As the youngest-ever player to win the Wimbledon Championships, Boris has always shown great dedication and ambition to his sport. Working hard as a both a world class player and coach, Boris’ relentless drive epitomises the spirit of Anakena and we believe this is the start of a fantastic partnership.”