Momentum builds for second Malbec World Day

Published: 08 March, 2012

Wines of Argentina is gearing up for the second annual Malbec World Day on April 17, and it hopes to build on last year's significant sales boost.

Speaking to Harpers at Prowein in Dusseldorf, European director Andrew Maidment said the body is promoting the event in 35 different countries this year.

The week after Malbec World Day 2011 sales grew by 200% in Majestic and 150% in Direct Wines - and stayed elevated for the rest of the year.

Among the UK retailers taking part are Majestic, Averys and Naked Wines, and Square Meal will help lead an on-trade promotion. Tim Atkin MW will also lead a tasting on his Top 50 Argentinian wines.

Last year Wines of Argentina partnered with wineries around the world to create a series of unique 'vintage 2011' Malbec wines. Kent's Chapel Down was one of the participants, which worked with restaurant chain Gaucho's vineyard in Mendoza to make the wine. There are now 1,400 bottles ready, and Maidment said the Kent Malbec was very different in style to its Argentinian counterparts. He described it as "light and elegant".

Maidment said the UK market was still "really important" to Argentinian producers, and also acted as a "test bed" for activities around the world - it now runs a retailers' promotion in the Netherlands since launching the programme in the UK two years ago. "The UK, although tough, is in a good position, as wineries have been quite united and no-one's dropping their prices - they don't need to. It's still a good place to do business."

Currently 128 wineries are exporting to the UK, putting it number four after the USA, Canada and Brazil in terms of important export markets.

Its annual tasting will run on September 19, and Maidment said this year's event would have a greater focus on being a "centre for learning". "Often, generic tastings are criticised for just having people wandering around, tasting from tables, and lacking any depth in education," but the body wants visitors to enhance their knowledge at this year's event.

WoA is also planning to extend its Torrontés project - last year it commissioned Wine Intelligence to investigate the public's awareness of the grape variety. This year it will work with on-trade groups to assess its potential.

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