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News - 02.05.13

The world celebrated Malbec World Day

For the third consecutive year, Argentina set off the largest wine celebration in the world. The celebrations organized by Wines of Argentina featured 106 events in 76 cities across 50 countries. The world paid tribute to Argentina's flagship variety.

Wines of Argentina, the organization responsible for the image of Argentine wine worldwide, hosted Malbec World Day 2013 on April 17.

This year, Wines of Argentina decided to highlight the value of this varietal as an artistic and cultural expression, connecting it to the communicative force of street art. Accordingly, artists like Run Don't Walk, Jaz, Pum Pum, Panama Club, Planeta Cees, Os Clandestinos and Cekis painted wall murals in Mendoza, Sao Paulo, New York and London.
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Cambalache, the event that took place in London, invited over 700 attendees to immerse themselves in the culture and spirit of Argentina. The attendees tasted 150 of the best wines by 28 top Argentine wineries, relished a selection of typical street food from Buenos Aires and witnessed live street art performances with three of the most innovative and talented Argentine graffiti artists, who painted a large outdoor mural. Guests were also given the opportunity to learn Argentine slang from the author of cult book Che, Boludo, as well as dance tango and discuss about Argentine literature.
In New York, Malbec World Day celebrations took place in three different locations and gathered over 2,000 wine lovers: City Winery, De Gustibus at Macy's Herald Square, and the emblematic Metropolitan Museum of Art, which hosted, besides a tasting, a press conference for the local media. This year, Wines of Argentina also acted as the official sponsor for the renowned Tribeca Film Festival. WofA provides the wines for the more than 90 events taking place between April 17 and 31. Furthermore, on April 17, the festival's web site was dressed in Malbec and graffiti artist Cekis painted a mural in Greenpoint, the trendy, hipster neighborhood, intertwining the concept of Malbec with Latin American culture in the US.
Malbec World Day was also celebrated in Los Angeles, Washington DC and Chicago, in the US; and in Toronto, Alberta and British Columbia, in Canada, among other places. 
In addition to this, China, a growing market for Argentine wine exports, was home to four activities that gathered 900 attendees. Beijing hosted a promotional event in collaboration with the Shangri-la Beijing Hotel, from April 17 to 26, and a cocktail party jointly offered by WofA and the Argentine Embassy in celebration of MWD on April 17. The celebration of Malbec World Day in Shanghai included two events in the House of Roosevelt and its one-of-a-kind restaurant to pay tribute to Malbec on its day. Alberto Arizu, President of Wines of Argentina, attended the events in the company of Francisco Perez, Governor of Mendoza, the province that prides itself on being the main producer of Argentine Malbec.

The city of Sao Paulo gathered 120 guests in the Malbec Sensations event organized by the Argentine Chancellery. Furthermore, WofA organized two Winebars, two Wine Challenges, one Enoblog, one Instavinhos (on Instagram) and promotions for retailers in the Decanter and Zahil wineries. In Parapua, plastic artist Clandestinos painted a wall mural reminiscent of Malbec, the Paulista city and Brazil's flag in a fisheye lens perspective. 
Malbec World Day celebrations continue to grow year after year thanks to the work of Wines of Argentina, the support of the Ministry of Foreign Affairs, International Trade and Worship, and the interest this varietal awakens around the world. In its third edition, Malbec World Day showed a 40% increase in the number of countries participating in the celebrations, a 70% increase in the number of cities hosting the events and a 48% increase in the number of events that were carried out.
In this year's edition, more than 1.5 million people joined Malbec World Day celebrations all around the globe. Over 300 Argentine wineries proudly presented their Malbec to a wide variety of audiences. Wineries also participated in communicative initiatives and promoted their own events in celebration of the day.
"We are very happy about the development and the superb reception of Malbec World Day 2013. We were able to see the fruit of the very hard work that Wines of Argentina, often in collaboration with the different embassies, has been doing year after year, as it was clearly reflected in the number of events and attendees in the celebrations. We will keep on working as we have been doing so far to further position Argentine wine in the global market and show the world the excellent quality of Argentine wines," stated Alberto Arizu, President of Wines of Argentina.
Social networks and several online platforms, an area of intense work for WofA, were not oblivious to the celebrations. Over the last month, the number of fans on Wines of Argentina's Facebook fan page grew by 30%, with a total reach of over 378,000 accounts on the week prior to Malbec World Day. In April, the hashtag #MalbecWorldDay reached 3.3 million Twitter accounts and generated 13.8 million tweet impressions (number of times tweets appeared under the hashtag ). In addition, 2768 people used the hashtag, creating 6757 tweets. Malbec World Day as a topic reached 18.1 million accounts, generating 81.3 million impressions; 22,600 people produced content, creating 43,700 tweets. Additionally, those consumers who used the hashtag #MalbecWorldDay and shared their pictures on Instagram had the chance to see them on the Malbec World Day official web site (, thus getting to take part in the international celebration.
Watch how the world celebrated Malbec World Day: