There are many extreme places on the wine map: ones that define a particular character. Chardonnay for Chablis in France, and the uniqueness of Pinot Noir in Central Otago, New Zealand.
At this point, most consumers know the flavour or flavours of Malbec, and most can imagine the taste of each region for the variety. And at the same time they have an idea, however primary, about the general flavour of Argentine wines. With one caveat: what today we call Malbec, the wines and regions of Argentina, wasn’t always so.