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News - 15.10.13

Wines of Argentina presents ‘The Wine Caption’ its new social media campaign

Wines of Argentina are calling all budding photographers as we search for the photo that best captures the true spirit of Argentina. The lucky winner will not only receive an all expenses paid trip, but the chance to see their image used as the centrepiece for a new international ad campaign.

Wines of Argentina (WofA), launched today in the United States, Canada, Mexico, Colombia, Peru, Brazil, United Kingdom and the Netherlands "The Wine Caption". A photo contest specially designed for social networking sites with particular focus on Instagram.

The winner will win a five-day trip for two to Argentina and the picture will become Wines of Argentina’s campaign image for 2014.

To enter this contest, take and share one or more pictures with a personal comment on what Argentina and its wines mean to you on Instagram using the hashtag #thewinecaption, then add likes and share the pictures with your friends at

The top 10 photos with the most "likes" will be judged by a panel of four renowned photographers who will choose the winner. Judges are: Irina Werning (Argentina), Lee Towndrow (USA), Federico Garcia and Pablo Betancourt from Garcia&Betancourt studio (Argentina). Those wishing to participate must have an account and follow WofA on Instagram, be 18 years or older and do not reside in Argentina.

The first stage of the contest begins today and ends on November 26, 2013. The second stage of evaluation and selection by the panel of judges begins on November 27 and ends on December 18, 2013.

About Wines of Argentina

Wines of Argentina is the organization responsible for the ARGENTINE WINE brand throughout the world. It works to promote the image of local wines abroad, as well as help guide the export strategy of Argentina, studying and analyzing the changes that occur in consumer markets. Its aim is to contribute to the consolidation of Argentina between major wine exporting countries in the world and contribute to the overall success of the wine industry and in turn, increase the positive perception of opinion leaders and consumers, in the trade.

About the judges


Irina has a Masters in photojournalism from the University of Westminster in London, an MA in history from the University Torcuato Di Tella in Buenos Aires and a BA in economics from the University of San Andrés in Buenos Aires.


Lee is a designer, flame artist, photographer and creator of feature films.

Federico Garcia and Pablo Betancourt formed the studio, Garcia & Betancourt, and are experts of photography for the wine business in Argentina. For 15 years they have been working for the most prestigious firms in the sector, and collaborating with international publications such as Decanter, Wine Spectator and Wine Enthusiast.