Pernod Ricard adds Graffigna Malbec to portfolio

By Emily Kearns, Lucy Britner

Published: 20 August, 2013

Pernod Ricard UK is to add Argentinian wine Graffigna Centenario Malbec to its portfolio to capitalise on the growing popularity of wines from Argentina.

According to the company, the category is growing at 13% in volume and 14% in value in the UK market.

The wine is sourced from vineyards at a range of altitudes across the San Juan region, including Tullum Valley and Pedernal Valley. Before release, the Centenario Malbec is barrel aged in a combination of French Oak (85%) and American Oak (15%).

Graffigna will be targeted at 30 to 40-year-old men and is a 100% Malbec blend. It is said to be deep red in colour with purple hues and has dark berry aromas with notes of black pepper.

Lucy Bearman, head of marketing at Pernod Ricard UK, said: "Argentinian wines are growing in popularity and Graffigna Centenario Malbec is perfectly positioned to offer new and existing Malbec lovers a quality expression of the country's most iconic varietal.

"Retailers in the off-trade should embrace the Argentinian category and ensure they include a branded offering such as Graffigna Centenario Malbec to ensure they capitalise on the consumer demand that we are confident will continue well into 2014 and beyond."

Pernod Ricard UK is investing in the brand to drive awareness among its core male consumers, with sampling and a targeted PR campaign set to launch this autumn.

Graffigna Centenario Malbec is available now to the off-trade with an rrp of £9.99.

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