Wines of Argentina held its annual trade tasting event this week as part of its goal to implement a generic campaign tailored to the UK market.
Fernando Farre, Wines of Argentina’s MD, said the group had suffered in the past from a lack of generic funding to be able to drive consumer interest.
“UK buyers are unanimous in their support for the Argentine category and believe the potential is there, but without strong branded presence and investment, the category lacks the consumer pull-through.”
Farre said that poor merchandising had often been an issue for Argentinian wines.
The event included examples of a range of varietals such as Chardonnay and Cabernet
Sauvignon, including locally popular grapes such as Malbec and Torrontes. “Promoting the diverse grape varieties on offer will be fundamental to our strategy in 2006,” said Farre.
At the event, Allied Domecq Wine UK showcased its 2005 Graffigna and Balbi brands. Trapiche displayed extensions to its Varietal and Falling Star ranges. Buckingham Vintners revealed a new look for its Finca La Celia’s La Consulta range.
Wines of Argentina is planning a campaign strategy for the UK, which will include sampling events.