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News - 05.09.18

Argentine wine continues to impress English consumers

With the help of Wines of Argentina, the wines of our country reaffirmed their presence in the United Kingdom after their participation in the summer festivals, Latitude, Blue Dot and Kendal Calling.

Wines of Argentina, the institution in charge of the global promotion of the brand “Vino Argentino", was present with its mobile bar in the summer festivals that are held annually in the United Kingdom and that bring together thousands of artists and consumers from around the world. WofA brought Argentine wine and culture closer to more than 90.000 people, setting a historical record with more than 3.300 bottles sold in three weeks and an increase in purchase orders to importers.

The success of the results reaffirms that these activities are an excellent platform for reaching consumers and continuing to strengthen the brand Vino Argentino. These achievements were also reflected on social media, with more than 11.000 accounts reached on Instagram and 10.000 on Twitter.

Currently the United Kingdom ranks as the second importer of Argentine wines after the United States, with 12.64% of total exports in terms of monetary value and 16% in terms of volume.

wofa mobile bar

wofa mobile bar

The wineries that participated in the cycle of festivals were Argento, Catena Zapata, Domaine Bousquet, Los Haroldos, Mauricio Lorca, Séptima, Susana Balbo, Norton and Trapiche. Sauvignon Blanc, Pinot Grigio and Malbec were the most sought after varieties by the English public. In relation to the latter, the flagship strain of Argentina, there was a change in the behaviour of consumers, who were more demanding compared to previous years, leaning towards wines of greater complexity.

Phil Crozier, Brand Ambassador of Wines of Argentina for the UK and European markets, said: "We were able to offer the warmth, educational character and professionalism that the attendees were looking for. I was surprised by their passion and level of knowledge for Argentine wines and we knew how to capitalise on it, and we were very successful".

Crozier is responsible for guiding the strategy and managing activities to raise the positive perception in the United Kingdom and Europe, with special emphasis on the on-trade, opinion leaders and consumers.