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News - 23.09.11

“Tourism is a gateway to wine sales.”

Wines of Argentina received a group of three Brazilian journalists, who stayed in our country between September 10 and 17.

Once again, with the purpose of promoting Argentina’s different wine regions and their distinctive characteristics, and give more insight into the country’s wines, vineyards, terroir and gastronomy, Wines of Argentina received a group of three Brazilian journalists, who stayed in our country between September 10 and 17. The visitors were: Shirley Pacelli Souza Silva (Tourism Specialist) from Estado de Minas newspaper; Ana Carolina Cortez Alvez (Business and Finance Specialist) from Brasil Económico newspaper and Luiz Carlos Monteiro Guimaraes (Economy Section Editor) from Jornal Do Comercio newspaper from Porto Alegre.


During their stay in Argentina, they visited the city of Buenos Aires, where they tasted wines from Patagonia, Cafayate and Mendoza. It is worth remembering that Brazil is the 3rd market in the exports ranking of Argentine bottled wines and represents a very important target considering its potential number of consumers.


Luiz Carlos Monteiro Guimaraes has been writing articles on Economy for over 20 years and was particularly interested in Argentina and its wine production. He embarked on this trip with the special purpose of assessing the importance of the wine segment and wine production in Argentine economy, as well as its commercial relationship with Brazil. He believes that the country produces top quality, competitive wines and that the wine industry is going through a strong growth phase, and that there is enthusiasm, quality of production and good marketing work. “In spite of the crisis, the emerging countries have managed to remain stable. I think Argentine economy is stable and the crisis has not become worse.”


Regarding wine tourism, Luiz said: “There is still a lot of room for development in the wine tourism of Mendoza: the city and the landscapes are beautiful, and there many wineries. I think it would be a good idea to devise integrated programs including not only wineries but also the mountains, the city and other attractions in Mendoza. Although we are not wine experts, we got the impression that your wines are of outstanding quality.”


Shirley Pacelli Souza Silva said that visiting the wineries, meeting their winemakers and tasting quality products was a very positive experience. “We have been served very well and have enjoyed your gastronomy a lot. It was a very good idea to visit the different regions and see how diverse winemaking methods can yield such a variety of wines.” She added that “Mendoza is a very nice city” and that “in Brazil, only few wineries are incorporating wine tourism services.”


She also said that “the biking tours to vineyards and wineries are an extremely interesting option, and they could be complemented with adventure tours around the mountains, dams and parks especially targeted at tourists who are not into wines.”


This was Ana Carolina Cortez Alvez’s first trip to Argentina, which struck her as a “very well planned country.” She was surprised by the way crops have developed in the desert land of Mendoza, and praised our irrigation system of acequias (ditches). “We visited large wineries as well as boutique wineries, learned about their winemaking process and had the chance to talk to wine growers, get acquainted with their way of working, their cooperative ventures and export actions.”


Finally, she added that “Argentina, as a New World country, has already conquered a very interesting market. At present, in Brazil, we’re going through a period of growth and more and more people are moving up the social ladder and buying more non-essential items, so wines have better chances at the moment. We’re drinking more red wine and Malbec is definitely the most popular.”

The journalist also considered that “tourism is a gateway to wine sales. If you focus your promotion messages on the climate, the goodness and virtues of the terroir, and include diverse activities in the tourist packages, you will be able to engage Brazilian visitors and spark their interest in Argentine wines.”