Wines of Argentina celebrates #WorldMalbecDay

By Erin Smith

Published: 17 April, 2015

Today marks the celebration of World Malbec Day and Wines of Argentina UK is rolling out a series of events to further engage with UK consumers and the trade.

World Malbec Day is today because it was on 17 April 1863 Malbec was first introduced to Argentina by Frenchman Michel Aimee Puget.

According to Andrew Maidment, the UK and European head of Wines of Argentina, "Puget's research was to form the foundations of the modern Argentine wine industry and lead to the discovery that this often tannic, impenetrable wine from South Western France flourished in the foothills of the Andes mountains. For this reason, we consider April 17th to be the birthday of Argentine Malbec."

To celebrate Wines of Argentina is running a campaign today focused on the off-trade, on-trade, and independent retailers as well as online. In keeping with tradition Wines of Argentina showcases its campaign with a different form of art and this year the link will be with film, with the theme "Lights, Camera, Malbec." It has released three short films in celebration of World Malbec Day.

Video:

Carrusel Teaser Trailer

There will be a big focus on consumer engagement directly with Malbec World Day encouraging consumers to post videos and photos via Twitter, Instagram and Facebook with hashtag #WorldMalbecDay. 'Dance the Tango in your local independent retailer', 'Host an Argentine Malbec party 'and take a photo of the bottle purchased will be encourage consumers to post their own videos and photos via all social platforms and online on the Malbec World Day website.

Vivino the mobile wine app with over eight million users is also helping to support World Malbec Day by providing the history of the Malbec and giving buying tips to consumers about Argentine Malbec.

Majestic, Wine Rack and Virgin Wines will also be running promotions as part of the overall campaign.

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