Malbec World Day grows in popularity
Next week's Malbec World Day is gathering momentum as a host of UK restaurants and retailers have signed up to promote Argentina's flagship grape, joined by key influencers around the world.
Next week's Malbec World Day is gathering momentum as a host of UK restaurants and retailers have signed up to promote Argentina's flagship grape, joined by key influencers around the world.
Top speakers, restaurants and stores across the Netherlands, Czech Republic, Poland, Sweden, Norway, Germany and Russia will be joining in the marketing push which centres around April 17. This commemorates the day in 1853 when Argentinian president, Domingo Faustino Sarmiento, made it his mission to transform the country's wine industry.
Andrew Maidment, European director of Wines of Argentina, said the country is hoping to see a "demonstrable uplift in sales" as a result of the promotion.
In the UK market Majestic Wine is featuring Malbec World Day prominently on its homepage and offering discounts across a range of its 20 Argentinian skus.
Averys has also been promoting the event, and the Telegraph wine magazine ran a special feature. Naked Wines is running a competition through social media to win a trip to Argentina, and Gaucho restaurant group is offering free samples of its English-made Malbec on Tuesday.
The generic body has teamed up with Square Meal and over 100 restaurants will be participating in Malbec promotions, including London's Black & Blue chain, Hawksmoor, Casa Malevo, Constancia and De la Panza, as well as D&D group's Le Pont de la Tour, Hix and Galvin La Chapelle.
"We've got enough touch points in the UK that we are hitting the right target audience, we should see, as happened last year, quantitfiable results," said Maidment.
Meanwhile 85 shops will be participating in the Netherlands; a tasting in the Czech Republic attracted 350 people; a trade tasting will be hosted in Moscow by top Russian journalist Igor Serdyuk; a trade and press tasting of premium Argentinian wines will take place in Poland, with additional activities kicking off in Stockholm, Helsinki and Berlin.
For more information on Malbec World Day, visit the website.
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