News - 07.03.13
Malbec takes over the streets in celebration of its day
In addition to having organized 70 events that will take place in 60 cities of 50 countries around the world to pay tribute to Argentina's flagship grape variety, Wines of Argentina is planning to carry out artistic interventions in iconic cities, famous for their urban art: New York, São Paulo, London, Shanghai and Mendoza.
Wines of Argentina, the organization responsible for the image of Argentine wine worldwide, is hosting the 3rd edition of Malbec World Day on April 17.
On this opportunity, the key celebrations will be held in New York, São Paulo, London, Shanghai and Mendoza. Renowned graffiti artists such as Run Don't Walk, Jaz, Pum Pum, Panamá Club, and Planeta Cees will intervene spaces to pay homage to Malbec.
In 2013 Wines of Argentina decided to highlight Malbec as an artistic and cultural expression, and connect it with the communicative force of street art. Alberto Arizu Jr., President of Wines of Argentina, expressed: “Wines of Argentina's 2013 efforts will be focused on integrating the new consumers. For this reason, this year's edition of the Argentina Wine Awards was oriented to the 'Next Generation', and now Malbec World Day falls in line with this theme and establishes a parallelism between street art and the work of winemakers, who are, after all, the artists that take the elements of the terroir and fuse them together to communicate them to the world through their wines."
The events, including wine tastings, tango performances for journalists, buyers and special guests, will be held at over 50 diplomatic representations around the world, in collaboration with the Argentine Ministry of Foreign Affairs and Worship.
WofA authorities, the participating wineries and the Argentine Chancellery considered previous Malbec World Day editions a roaring success, not only because the celebrations strengthened Malbec and Argentina’s international positioning, but also because they led to an increase in sales of this varietal in particular and of Argentine wine in general. It is important to point out that Malbec exports income rose in 2012 with respect to 2011 in FOB value, reaching 41 million dollars FOB. Likewise, premium wine exports showed a 13.5% increase and a 15.4% increase in the super premium wine exports for 9-liter cases.
Since 1993 Wines of Argentina, the organization in charge of promoting the brand VINO ARGENTINO around the world has promoted the image of local wines abroad and guiding the export strategy of Argentine wineries through careful study and analysis of the changes taking place in consumer markets. Seeking to enhance its positive image in the wine trade and among opinion leaders and consumers, Wines of Argentina’s goal is to help Argentina establish itself among the leading wine exporting countries in the world and contribute to the global success of the wine industry.
WHY APRIL 17?
Malbec originated in the southwest of France, where this variety was cultivated and whose resulting wines, named “from Cahors” after their region, have enjoyed increasing recognition since the times of the Roman Empire.
Malbec was brought from France to our country in 1853 by Michel Aimé Pouget (1821-1875), an agronomist who was hired by President Domingo Faustino Sarmiento to run the Quinta Agronómica de Mendoza.
After the French model, this Quinta Normal sought to incorporate new varietals as a way to boost the national wine industry. On April 17, 1853, with the support of Mendoza’s governor Pedro Pascual Segura, a bill was submitted to the Provincial Legislature for the foundation of a Quinta Normal and a School of Agriculture. The bill was enacted as law by the House of Representatives on September 6, 1853.
By the end of the 19th century, viticulture experienced an exponential development in the hands of Italian and French immigrants, and so did Malbec, which adapted quickly to the varied terroirs offered by our geography and developed even better than in its original land. In this way, over the course of time and after a lot of hard work, Malbec came to be Argentina’s flagship variety.
The efforts made by M. Pouget and President Sarmiento for the Quinta Normal of Mendoza played a key role in that process. To Wines of Argentina, April 17 not only represents the transformation of Argentina’s wine industry, but it is also the starting point for the development of Malbec as the iconic variety and international flagship of Argentina’s viticulture.