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News - 09.08.16

Wines of Argentina Continues to Grow in the United Kingdom

In the course of this year, Argentina has exported 80 million dollars' worth of wines to the UK and ranks 11th among wine exporting countries. Today, every top restaurant showcases at least one Malbec on its wine list.

Wines of Argentina, the organization entrusted with the promotion of the Vino Argentino brand worldwide, reports that Argentina has exported 80 million dollars' worth of wines in the course of 2016 and ranks 11th among wine exporting countries. Argentina's share in the UK bottled wine import market has grown to 2.8%, which represents a remarkable expansion in the last three years.

The average import price is USD 39.4 per case, a slightly higher figure than the international average, although this is a highly competitive market where sales channels exert strong pressures. "Expanding in the United Kingdom is not easy, but Argentina has succeeded to do so in the last three years, particularly in the on-trade channel, which is one of the hardest and most demanding in the world", manager of Wines of Argentina Mario Giordano remarked.

The UK market, importing more than 2.8 billion dollars' worth of bottled wines, has become the second largest import market in the world, following the United States, and today purchases 10% of all exported Argentine bottled wines. France ranks first among exporters into the UK, followed by Italy.

With a view to enhancing Argentina's position within the British market, Wines of Argentina will be participating in three festivals, Kendall Calling, Festival Number 6 and Jamie Oliver's Big Festival, and will be the exclusive wine sponsor of the first two. Social media campaigns and ticket raffles have been organized by Wines of Argentina to communicate these events and position Vino Argentino as a brand among young consumers. As Wines of Argentina's Marketing and Communication Manager Magdalena Pesce says, "the goal of Wines of Argentina's current strategy is to achieve visibility among the Millennial public. According to market research carried out by Kantar Worldpanel towards the end of 2014, consumers of Argentine wine in the UK are primarily male and Millennial. That is why we are focusing on actions designed for this kind of audience."

It is worth pointing out that Wines of Argentina will participate in these festivals with its Mobile Bar, a recycled container that has been adapted to function as a bar. The presence of the Mobile Bar is a direct marketing tool that will bring wine and consumers together and in this way achieve greater visibility among festival attendees.