Argentine wine: 7 key points to explain its success

News / Outstanding / 8 November, 2016

By: Magdalena Pesce

Seldom in history has a wine producing country been seen to have so many strengths when it comes to promoting its products.

After years of international ostracism, Argentina has returned to the arena with measures aimed at correcting the direction of its economic and international policy. The unification of the exchange rate, the agreement with international creditors, the modernisation of imports, a slowdown in inflation and the reform of the national statistics system, coupled with a very active agenda in international politics, has aroused the interest of the world. In the words of Thomas Farley, President of the New York Stock Exchange, “the name Argentina resonates in all conversations in a promising way.”

In terms of wine, Argentina is ready to get back on the path of growth and there is no doubt that it has all the elements necessary to compete with the best in the world. Below are 7 key points which demonstrate this:

Imagen 1 - Pabellón Argentino en Prowein 2015

1. The market exploded

In twelve years Argentina’s exports grew from US$ 37 million FOB (including bulk) in 2003 to US$ 934 million FOB in 2015. The MALBEC phenomenon and a competitive exchange rate largely explain this, but the interest of consumers in the United States, Canada, Brazil or UK was also key to export success.

Imagen 2 - Luis Gutierrez y Stephen Tanzer

2. The most famous critics discover Argentina.

Both Steve Tanzer (Vinous) and Robert Parker (The Wine Advocate) among others, focused their attention on what was happening in our country. In fact, when the latter wrote his 12 predictions in the 2006 edition of Food & Wine Magazine, he predicted that Malbec would be “the next big varietal” in the world. And he wasn’t wrong!

And when Luis Gutiérrez, in charge of tasting and rating Argentine, Chilean and Spanish wines for Wine Advocate presented his 2015 report, Argentina scored above 90 points. In fact, more than 170 labels out of 403, obtained 93+ points, contributing to the good image that Argentine wine was already demonstrating.

Imagen 3 - Bodega Monteviejo, Clos de los Siete. Valle de Uco, Mendoza

3. Foreign investment bursts onto the scene.

More than 100 major foreign wineries invested US$ 1.6 billion over a ten-year period, modernising the industry and installing new practices and styles.

Imagen 4 Paul Hobbs, jurado del AWA 2016

4. The Flying Winemakers

At least six of the most renowned “Flying Winemakers” or wine experts (Michel Rolland, Roberto Cipresso, Atilio Pagli, Alberto Antonini, Paul Hobbs, Nick Goldschmidt) advise over 150 wineries and have helped to uncover the potential of the industry.

Relevamiento vitivinícola zona NorteWines of Argentina

5. The terroir and history.

The exceptional conditions of production that Argentina has thanks to a unique “terroir”, along with more than 150 years of winemaking tradition, the emergence of a new generation of winemakers and agronomists, soil and climate studies and the discovery of new zones, have provided solidity to the topic of diversity.

Imagen 6 Barullo UK

6. Strategic promotion

The creation of the 2020 Strategic Wine Plan by COVIAR, WofA and private companies have come together to further promote the brand “Vino Argentino”, through communication campaigns, fairs and international events.

Viñedos relevamiento WOFAWines of Argentina

7. Mendoza

The main wine producing province has positioned itself globally, marking the way for the rest of the regions. It was named as one of the 8 Great Wine Capitals of the World and hosted the Sommelierie International in 2016: the 15th edition of the World of Sommeliers organised by ASI (International Association Of Sommeliers).

Although there are many challenges facing Argentina, the future objectives proposed by WofA are aimed at: maintaining what has already been achieved, incorporating the new generation of professionals to help consolidate the message of quality and personality of Argentine wine and realising the value the wine industry contributes to the development of the community and above all, continuing to fly the banner of Malbec and the great diversity of regions and styles.

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Magdalena Pesce
Magdalena Pesce (Male) es la Gerente de Marketing y Comunicación de Wines of Argentina. Además de ser responsable, detallista, exigente y workaholic, es mamá de Tristán, su primer hijo humano y Froilán, un lindo puro perro negro del tipo señorito inglés. Graduada en Relaciones Internacionales, a sus 22 años y junto a su esposo, se mudaron a Europa donde dio sus primeros pasos en el mundo laboral. En 2004 se desempeñó como Asistente de Marketing en Oddbins Wine Merchants, Londres (Inglaterra); y posteriormente, de 2005 a 2008, como Product Manager en el Departamento de Marcas Blancas de Sáez Merino Textile, Valencia (España). Durante este último tiempo, repartió su tiempo entre su hogar en Valencia y los centros de producción de la empresa ubicados en Hong Kong, Guangzhou y Ningbo (China). En el año 2009, ya nuevamente en Argentina, comenzó a trabajar en WOfA como Área Manager para los mercados de Estados Unidos, Brasil, Latinoamérica y Canadá. Desde el año 2013 es la responsable de generar, junto al equipo, estrategias y líneas de acción para el posicionamiento de la marca vino argentino en el mundo. Siempre a la moda, disfruta todas las cosas buenas que la vida tiene para ofrecer. ¿Su leitmotiv? “No podemos esperar encontrar la perfección sin trabajar para alcanzarla”. Magdalena Pesce (Male) is the Marketing & Communications Manager of Wines of Argentina. Besides being responsible, diligent, demanding and a workaholic, she is the mother of Tristan, her first child and Froilan, a pure, black, cute ‘English gentleman’ type of dog. Graduated in Interna-tional Relations, at 22, she moved to Europe with her husband, where she took her first steps in the working world. In 2004 she served as Marketing Assistant for Oddbins Wine Merchants, London (England); and later, from 2005 to 2008 as a Product Manager in the Department of Marcas Blancas de Sáez Meri-no Textile, Valencia (Spain). During this, she divided her time between her home in Valencia and the production centres of the company located in Hong Kong, Guangzhou and Ningbo (China). In 2009, back in Argentina, she began working for WofA as Area Manager for the markets of the United States, Brazil, Latin America and Canada. Since 2013 she has been responsible,together with the team for generating strategies and lines of action for the brand positioning of Vino Argentino in the world. Always a la mode, she enjoys all the good things life has to offer. Her leitmotiv? "We can not expect to find perfection without working to achieve it.”

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