Q&A: Josefina Harms, Blends Wine Estates

Published: 16 June, 2016

Bodega Argento is currently teaming up with collaborators Constancia Argentinean Grill at the Taste of London event in Regents Park.

Originally launched for the UK on-trade back in 1999, Bodega Argento has since been taken over by new owners and changed its strategy.

We caught up with marketing manager Josefina Harms at parent group Blends Wine Estates to find out about the bodega's present and future.

1. Where does Bodega Argento sit within the wider wine category and what are its strengths and weaknesses?

Argento is a brand which was originally created by Bibendum for the UK market and has since enjoyed success worldwide. The winery has a dedicated state of the art winemaking facility in Mendoza, as well as owning vineyards in some of the best terriors.

Argento came out of the multiple retailers in 2008 and we are now working with Bibendum to grow value and brand equity by focusing on key on-trade accounts, which is where we see the greatest opportunity for growth.

This approach reflects the positive trend seen in the wider Argentinian category which is experiencing continued growth in the value of its on-trade sales, up 3% on 2015 to 93m (WSTA Q2, 2016).

2. Why is Bodega Argento at Taste of London and what do you hope to get from it?

Bodega Argento started working with Constancia Argentinean Grill last year. We saw real synergy between the delicious and authentic Argentinean cuisine they bring not only to their London restaurant but to festivals and events up and down the country via their street food truck.

This is our first time at Taste of London, and we're excited to be here showcasing our wines alongside some of the UK's leading restaurants, and bringing a taste of the real Argentina to the foodies of London.

3. How important is it to attend these types of events?

Showing UK wine drinkers the real Argentina is at the heart of the Argento experience. Allowing consumers to experience our wines alongside authentic Argentinean food in a vibrant and informal environment gives the wines context and brings them to life, and we hope that through creating these positive associations with the brand, consumers will remember Argento next time they are eating out.

4. What kinds of feedback have you had from visiting your stall?

This is our first time at Taste of London and we were delighted with the turnout for the opening night, and the enthusiasm shown by visitors to our stand. The wines that were particularly popular from the portfolio included Argento Selección Malbec, Argento Malbec Rosé and Argento Pinot Grigio, and popular dishes featured an array of traditional authentic dishes from Constancia including the Steak sandwich, the Choripan bombon and the spinach empanada.

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