News - 26.09.16
With the focus on the promotion of Argentine Malbec in the world
It is a variety that has gained considerable reputation and prestige with great potential for further growth
Wines of Argentina, the institution responsible for promoting the brand “Vino Argentino" in the world, continues to position our international flagship strain, highlighting the diversity and quality that characterises it. The growth of exports to the UK are a clear example. According to a Kantar Worldpanel market survey, Argentina ranks as the fastest growing country in the region over the past three years to have increased its exports by 23% - between 2014 and 2015. The main destination for Argentine Malbec in 2015 was the US, and the market with the greatest growth potential is China.
The English market valuation is proof of product quality, as the UK has managed to become the second largest global market in terms of imports and today represents more than 10% of Argentine exports of bottled wines. Despite the expansion of other strains, the fluctuations in the levels of export and international competition, Malbec is not exhausted. In this sense, Alberto Arizu, President of Wines of Argentina, said: "It is a variety that has a lot of reputation and prestige. People who search for and buy it are willing to pay more than other varieties and from other origins “.
Argentine Malbec has won many awards and recognitions which has, in turn, contributed to its prominent, international position. It is estimated that in the last nine years the growth of the surface area intended for harvest was 71%. Regarding the dissemination campaigns for Malbec that WofA carry out, Arizu says: "At Wines of Argentina we are evaluating the state of maturity of the country brand and developing programs to better reach different markets. So the campaigns that we launch in the United States are different from those implemented in China, where Malbec is still an unknown variety. “
The Argentine oenologist Roberto de la Mota, from Viñedos & Bodega Mendel, a member of the International Wine Academy, says that "Malbec planted in Argentina and more especially in Mendoza as rootstock, (ungrafted), according to the census of 1968 the National Institute of Viticulture, accounts for 48,000 hectares in the province. This vast area of pre-phylloxera Malbec (new vines were not imported until 1989 and in this case, they were other varieties) became the most important genetic reservoir for mass selections of quality and unique phenotypes. " This show the prominence of the national strain despite the passing years.
Argentina tops the list of countries that produce this variety, reaching 39,300 hectares. Argentine Malbec winegrowers have cultivated widely in all wine regions along the Andes for both internal and external markets. In all other competing countries, flagship varieties have played a less prominent role: providing a differentiating factor, but the varieties that open markets and generate higher sales are internationally prominent. There are few places in the world that offer Malbec: Chile has about 6,000 hectares planted, France 5,300, South Africa about 4,000, New Zealand 80 and California in the United States, about 45.
According to the Wine and Spirit Trade Association, Argentine wine tops the chart in terms of annual growth with 24% in hectolitres. In turn, it lead growth in the third quarter of 2016, with 19% in relation to hectolitres. In both statistics, Argentina is ranked 9th in the world ranking of exports.
As the flagship variety of Argentina, Malbec plays a fundamental role: to increase awareness of Argentine wine in the world. The variety strengthens sales both abroad and in the domestic market, growing more than other varieties. This phenomenon is unmatched in the world.
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