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New WoA MD ready to prove he's worth it

Published:  23 July, 2008

The new managing director of Wines of Argentina (WoA) is Fernando Farr.
Farr has a marketing background, and worked with L'Oral for nearly eight years, both in Argentina and abroad. He replaces marketing manager Bernardo Hoffmann.

Commenting on the appointment, WoA president Roberto Luka said: We have purposefully chosen someone who is not from the wine industry, as we feel a "fresh pair of eyes" will be an invaluable asset when devising a successful long-term strategy to promote Argentine wines in the UK and other key export markets.'

According to the latest AC Nielsen stats (MAT to week ending 9 July 2005), Argentina has a 1.6% by volume and 1.5% by value market share of the UK off-trade.

Farr, who said he was delighted' to be working for WoA, added: I look forward to implementing a campaign that will result in Argentine wines taking their rightful place as some of the best produced worldwide.'

Farr will be attending this year's generic Argentina tasting, which takes place on 20 September at Lord's cricket ground in north-west London. The tasting will feature wines from 70 producers, as well as a central table showcasing plus-6 wines entitled Malbec and More'.