News - 02.11.16
Wines of Argentina in the United States and Canada
In the last quarter of the year, Wines of Argentina is strengthening its presence in North America with communication campaigns and the promotion of Argentine wine
Wines of Argentina, the institution responsible for the global promotion of the “Vino Argentino” brand will take part in La Grande Dégustation in Montreal from 3rd to 5th of November, a unique gathering where more than 200 winemakers, distilleries and breweries, will be in contact with around 13,000 wine professionals, and beer and spirit lovers. The institution will also carry out activities in the Culinary Institute of America and will feature in Wine Spectator with a digital campaign. In 2015, Argentina exported US$ 267,966,040 FOB to the US and Canada, a total of US$ 71,285,870 FOB. This account for 37% and 10% of exports of Argentine wines respectively.
“The fact that Argentine Wines are promoted on the screens of Times Square in New York, Wine Spectator, the Culinary Institute of America and at La Grande Dégustation de Montreal, complies with the aim of spreading everything that is happening in Argentina and reaffirming the position we have in our major markets. In addition, these activities will coincide with the holiday season and the celebration of Thanksgiving, a period of the year with very high sales of wine. Our goal is to achieve a greater visibility of Wines of Argentina among consumers in North America and to reinforce the work being done by wineries in the rest of the year," said Alberto Arizu, President of Wines of Argentina.
Wines of Argentina, the entity responsible for promoting regional wine, have a unique opportunity to highlight the image of Argentine wine in the third most important market, Canada, through La Grande Dégustation de Montreal, an event that brings together producers from around the world and offers a unique tasting experience. Each year the event defines different themes and in 2016, Argentina and Chile, will have the opportunity to highlight the virtues of their products and regions.
WofA will also be present at Arriba el Sur, a Latin American summit at The Culinary Institute of America, the world's premier culinary college. There Argentine wines will be presented to a group of experts from the food industry and its global network of 49,000 students where the innovations from the Argentine wine sector are included. Continuing its comprehensive strategy, Wines of Argentina will also be present at Wine Spectator Digital, the site of the most widely read wine magazine.
Under the concept “Breaking new ground” Wines of Argentina introduced its new communication strategy in its principle markets. "To paraphrase Nick Kendall, an expert in marketing and brand building, we have to forget the mantra" think global, act local". The important thing is to have a good idea. When it comes to developing a global campaign it is more effective to map the markets based on their relationships and affinities with the business and the vision that they have of the brand, rather than dividing it geographically and its organisational structure. In other words, "think globally, act according to what needs to be done to adapt the idea to the market. We have designed this campaign to communicate Argentina to the Millennial public, finding out more about the personality and story behind the product and giving continuity and achievements each year with MWD, which mainly speaks to this type of consumer," said Magdalena Pesce, Manager of Marketing & Communication WofA.
In addition, the institution is launching a communication campaign, projected onto the iconic screens of Times Square in New York. It will run until January 5th, 2017, and will consist of two digital screens in one of the most symbolic parts of the city, which, in turn, also has one of the world’s highest concentration of people.