Gaucho appoints former Wines of Argentina Europe director

By Lisa Riley

Published: 10 December, 2018

Gaucho has hired former Wines of Argentina Europe director Andrew Maidment as part of a new strategy to re-establish the brand as ‘UK’s foremost Argentine wine specialist’.

Taking on his new role with immediate effect, Maidment had been hired to “oversee a new approach to wine buying”, said newly appointed CEO Martin Williams - founder of M Restaurants.

As part of the new strategy the restaurant chain, which recently exited from administration, had in the past month alone expanded its list with 100 wines, he added.

“The changes represent a complete overhaul of the group’s current wine strategy, with a specific focus on bringing in more wines direct from the country’s most cutting-edge producers.

“By showcasing their wines on the list, Gaucho will be giving opportunity to small, independent wineries who don’t currently sell wines in the UK or are only able to import in very low volumes,” he said.

Having previously built a reputation for championing “the very best of Argentina’s dynamic wine scene”, Williams said this was an ethos he would like to see return.

“During my previous tenure, Gaucho was the authority on Argentine wine in the UK, with one of the most comprehensive Argentine wine lists in the world, which made up a core part of the group’s DNA. Over the years, the list was vastly reduced, however pioneering Argentine wine in the UK is something that I believe is fundamental to our future.”

Addressing key customer criticisms and market trends, further changes would include a move away from own labels, a wider selection at more affordable price points and a focus on wines from growers demonstrating both positive social and environmental impact via their projects, added Williams.

“It will be a fresh, forward thinking list that will reposition Gaucho as a both destination for wine lovers and as a source of great value.”

Alongside its focus on Argentine wines, Gaucho will be making further additions to its wine list during 2019 as it celebrates its 25th anniversary, with the addition of a selection of some of “the finest wines from around the world” at varied price points, said Williams.

The Gaucho Argentine Winemaker Awards, which were previously held at the restaurant, have also been reinstated and will be hosted by Maidment to celebrate the ‘heroes and innovators’ of Argentine winemaking on Thursday 14th March 2019 at Gaucho Piccadilly.

Gaucho was bought out of administration in September this year as part of a rescue deal that allowed for all of its restaurants to remain open.

Lomo Bidco Limited (“Lomo Bidco”), a new company created and owned by Investec Bank plc and SC Lowy, acquired the chain from the group’s parent company, Gioma, owned by private equity firm Equistone.

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