News - 31.03.16
Malbec World Day 2016: Celebrating a classic!
In this sixth edition of Malbec World Day: "Celebrating a classic”, created by Wines of Argentina, more than 70 events will be held in 70 cities across 54 countries, with support from the Ministry of Foreign Affairs.
Another year is upon us and Wines of Argentina, the organisation responsible for the brand Vino Argentino, together with the Ministry of Foreign Affairs and the Argentina Wine Corporation will be celebrating Malbec World Day.
For this sixth year of celebration, Wines of Argentina would like to emphasise how Malbec has become a classic.
A classic varietal is one that is enjoyed again and again, through which new expressions of terroir and new layers of aromas and flavours are discovered. A classic wine is one that is appreciated by those who try it for the first time and those who drink it regularly.
A classic gives so much pleasure that it invites us to explore deeper. A classic becomes a model and an influence. Malbec, our flagship variety has become the paradigm of Argentine wine. This means that thanks to it, we have begun an adventure of discovering the potential of our wine industry.
With a program of various types of events our flagship strain will be honoured in the major cities of the world. The celebrations will revolve around conceptual events for consumers, wine fairs for the press and trade plus wine tastings and promotions in wine shops and restaurants.
This is the first event and will take place on April 9 at the Restaurant del Hipódromo in Palermo, Buenos Aires. Some 3,000 people are expected to attend and will have the opportunity to taste wines from 56 wineries at their individual stands. In addition to this, attendees will enjoy street food, live shows, audiovisuals and talks about the industry. This will be held in conjunction with the Gobierno Porteño, Bodegas de Argentina and the Fondo Vitivinícola, the last two being responsible for the regional promotion of wine.
On April 14, a traditional Argentine barbecue will be held with Malbec as the main guest.
The event will feature regional live music, tango, stage actors who will interpret Argentine cultural issues, like the gaucho, tango dancers, the bowler, the polo player.
The asado will be presented by the chef of Hilton Bogota, which is linked to the Argentine Embassy in Bogota.
There will also be a chance to sample the new Colombian contemporary cuisine paired with Malbec.
On April 15, there will be an event in conjunction with the Argentine Consulate in New York, where an estimated 350 people will participate, including consumers and the press. During the day there will be live music, food and recreational activities. 25 wineries will be present offering their Malbecs during this celebration!
In Calgary an event for consumers will take place at Willow Park Wine & Spirits. It will be held on April 15 from 7 - 9.30pm. An estimated 350 people will attend.
On 16 April, British Columbia is planning a special tasting around Malbec World Day with BCLDB and private retailers: Everything Wine, Legacy Liquor Store & Wine Cellar Marquis.
Each of the retailers will host a one-day event, which will include exhibitions, wine tastings and degustations.
On April 17, there is a grand tasting for consumers to celebrate “Malbec World Day 2016". The tasting will include approximately 18 wine tables and will be complemented with typical food from Argentina.
On April 17 the “ASI Contest - Best Sommelier of the World 2016" will take place in the city of Mendoza. This is a conceptual event which will show the different facets of Argentine culture and the diversity of Malbec, and in which attendees will have a real immersion into local characteristics while discovering the flavours and aromas of Malbec. There will also be talks from renowned winemakers, live music, Malbec based cocktails and traditional food.
On April 17, a traditional Argentine barbecue will be organised along with a Malbec tasting, organised by Wines of Argentina, with the support of the Argentine Embassy in Lima. Malbec will be the star of the day. The event will feature live music, and each winery will have its own stand. Opinion leaders, the press and selected consumers will be there as well as wine club members, members of gastronomic programs linked to credit cards, customers from restaurants and specialty shops, cultural and political A-listers and company presidents.
On April 20, Wines of Argentina together with the Argentine Consulate in Montreal and the Tourism and Hotel Institute of Quebec (ITHQ) will hold "Malbec World Day - a contest of Argentine wines" for 50 sommelier students from the Institute (http: // www.ithq.qc.ca/en/school/about-us/)
The contest will be divided into two different sections:
The first day will consist of a seminar on Argentina, the terroir, climate and the different varietals of our country with special emphasis on the various types of Malbec. The following day, all students will participate in a blind tasting in which Malbec wines from around the world will be tasted. The person who guesses which Malbec is from Argentina and backs up their choice with a description of why, as well as indicating how best it can paired will win a trip to Argentina to visit the wine regions of the country. There will be a jury of sommeliers and specialised press who will choose the winner.
On 17 April, and for the first time in the region of Santa Fe in Mexico City, a special celebration for Malbec World Day will take place along with the support of the Argentine Embassy in Mexico.
The format of the event will be a consumer fair and will be held in conjunction with the Hotel Live Aqua, one of the top luxury hotels in Mexico.
An estimated 500 people will participate with 25 wineries showcasing 8 labels each.
During the day, 3 technical tastings guided by Mexican sommeliers will be offered. In addition, there will be tango lessons and live music. Six chefs will be offering different dishes specially created to achieve the ideal pairing with the labels presented at the event.
Attendees will be able to access Premium wine labels that each participating winery will be offering.
Winnipeg Wine Festival is an important stage of the Canadian wine industry festival. Modelled on the distinguished Vancouver International Wine Festival, the Winnipeg Wine Festival attracts a large number of trade and consumers during a week of many varied tasting events. The Festival committee has approved the celebration of Malbec World Day as part of the festival this year.
The format of the event will be a mini fair for consumers. The wine will be served with finger food inspired by Argentina, as well as entertainment. It will take place in the Storm Hall - at the Winnipeg Art Gallery, 300 Memorial Blvd., Winnipeg on Tuesday April 26 from 7-9 pm. We expect 100 people to attend.
On Thursday April 28, from 18.00 in Vila Butantan (Shopping Cidade Jardin) MWD celebrations will be held in Brazil. 600 guests are expected to attend including specialised Lifestyle press and consumers. There will be food trucks selling 4 different styles of food for pairing with the different styles of wines that each winery will be offering. 4 categories will be offered at each stand. Young Malbecs, full-bodied Malbecs, Malbec blends, plus, as an alternative, whites, rosés or sparkling wines. Guests will have the opportunity to participate in short talks of around 20 minutes to gain practical advice and recommendations for pairing the food on offer with Malbec.
In 2016, in addition to retail promotions, Wines of Argentina and the Argentine Embassy in London will hold a weekend of promotion and sales with "“estilo argentino" in Camden Market, one of the coolest and trendiest destinations in London.
From Friday 15 to Sunday 17 April the WOFA Mobile Wine Bar will be located at Camden Market, which is visited by more than 6o,ooo people every weekend.
On Friday 15 April, a Street Party will be held. The idea is to bring San Telmo and the bustling streets of Palermo Soho, to London. With its energy, music, food and wine, it is an essential Argentine experience.
A private launch party with 250 guests who can taste Argentine wines along with a large dose of Argentine culture will be held during the night.
Saturday 16 and Sunday 17 April: A weekend of sales
Saturdays and Sundays in Camden Market are full of a non-stop activities and a place to come and enjoy food and drink, attracting thousands of visitors from around the world. A great place for promoting Argentina. There will be music and the chance to taste and buy wine by the glass.
Wines of Argentina and the Argentine Embassy in China will hold the "Malbec World Day Carnival" on Saturday April 23, in downtown Beijing.
This "Cambalache" style event is directed at consumers and the trade, focusing on culture and Argentine wine, it will be the biggest event of its kind to date in the Chinese capital.
Through these various activities, Argentine Malbec will be the first choice for wine lovers.
(For more information about events around the world visit, www.malbecworldday.com).
Calendar of events “Malbec, a classic 2016”
Buenos Aires 09 April
Bogotá 14 April
New York 15 April
Calgary 16 April
British Colombia 16 April
Toronto 17 April
Mendoza 17 April
Lima 17 April
London 15-17 April
Montreal 20 April
Mèxico DF 23 April
Beijing 23 April
Manitoba 27 April
San Paolo 28 April
MWD 2015 - the numbers
During Malbec World Day 2015 more than 126 activities took place in 91 cities across 60 countries with the participation of 560 wineries, reaching more than 10 million consumers.
The communication performance exceeded MWD 2014 with 241 press mentions making for a total of 4 million pesos (ROI) nationwide.
On the day itself (17 April), on social networks, more than 3200 posts were made on Instagram,
upwards of 800 on Facebook plus over 3000 new fans, and more than 5600 tweets with a reach of 5 million accounts.
April 17; the reason for the chosen date
The origin of Malbec can be found in the southwest of France. Here they have been cultivating this grape and making wines with the appellation of " Cahors " since the days of the Roman Empire. These wines began to establish themselves during the Middle Ages and have become stronger and stronger in modern times.
The conquest of the English market was a crucial step in the evaluation of this strain in England and the world. By the late nineteenth century, the phylloxera plague had destroyed many of the French vineyards, so the " Cot" was forgotten, leaving, however, a culture of appreciation for Malbec.
Some time later, Malbec Argentino appeared. This strain arrived in our country in 1853 from the hands of Michel Aimé Pouget ( 1821-1875 ), a French agronomist that Domingo Faustino Sarmiento hired to carry out the direction of the Agricultural Quinta de Mendoza.
Modelled on France, the initiative proposed adding new grape varieties as a means to enhancing the national wine industry. On April 17, 1853, with the support of the governor of Mendoza, Pedro Pascual Segura, a project was presented to the Provincial Legislature, with a view to establishing a Quinta Normal and Agricultural School. The project was approved by the House of Representatives on 6 September that year.
In the late nineteenth century with the help of Italian and French immigrants, the wine industry grew exponentially and with it, Malbec, which quickly adapted to the various different terroirs, and developed with even better results than in its region of origin. Thus, over time and with a lot of hard work, it emerged as the flagship grape of Argentina.
The management of Pouget and Sarmiento in the Quinta Normal de Mendoza was a crucial part of this process. The 17th of April is, for Wines of Argentina, not only a symbol of the transformation of Argentina's wine industry, but also the starting point for the development of this strain, an emblem our country worldwide.
ABOUT WINES OF ARGENTINA
Wines of Argentina is the organisation responsible for the brand VINO ARGENTINO in the world. Since 1993, the organisation has promoted the image of regional wines abroad, and helped guide the export strategy of Argentina, studying and analysing the changes that occur in consumer markets. Its aim is to be instrumental in the consolidation of Argentina among the major wine exporting countries in the world and contribute to the overall success of the wine industry, raising the positive perception in the trade of opinion leaders and consumers.