The Argentinian wine industry is losing out to other wine-producing countries through its lack of a generic UK office, according to trade leaders.
While most of the top 10 wine-producing countries supplying the UK off-trade have offices in the UK to represent brands and producers, Argentina does not yet have its own generic office here.
“The Argentinian wine industry is very different from Australia and
California as it is not as high on the radar with off-trade retailers as we would like it to be,” said Amelia Nolan general manager of The Argento Wine Company, producer of the Argento brand.
“Argentina isn’t getting the listings, shelf-space or promotion slots to get consumers to trial the wines and to encourage repeat purchases and develop exposure for the country.”
Jerry Lockspeiser, MD of Bottle Green, the distributor of Argentina’s Inti brand, said: “If they want to develop in the UK they need to have an office here. That would really make a difference. We saw this with Chile, which also didn’t have a base here for some time and now is doing well.”
Wines of Argentina said it hoped to set up a UK office by the end of 2006.