Top of the range at 1750m! Caxton Wines 8-10 Lampton Road Hounslow Middlesex TW3 1JL Tel: 020 8538 4500 Fax: 020 8538 4545 KEY CONTACTS Marketing manager Quentin Job BRAND RANGE Etchart Rio de Plata · Rio de Plata Torrontes Chardonnay · Rio de Plata Tempranillo Malbec · Rio de Plata Torrontes · Rio de Plata Malbec · Rio de Plata Chardonnay · Rio de Plata Cabernet Sauvignon Etchart Cafayate · Cafayate Torrontes · Cafayate Cabernet Sauvignon · Cafayate Barrel Fermented Chardonnay · Arnaldo B Reserva "The Argentine wine category is growing fast, and Etchart, an award-winning brand steeped in 150 years of history, is at the forefront of this growth," says Quentin Job, marketing manager for Etchart, the UK's number one Argentinian brand, distributed by Caxton Wines. Latest market stats reveal that Argentina is enjoying its highest ever share of the wine market ­ up a staggering 99%, giving it a 2.1% share (ACNielsen, April/May), putting it way ahead of the Kiwis with a category which is now 60% bigger than New Zealand wine. "The Argentine growth is phenomenal," says Job. "The total wine market is extremely buoyant and the New World wines category is growing, with Argentina consistently outperforming both of them. "These days, New World wine accounts for more than a third of the total market and Argentina is now the second fastest growing sector behind the USA, recording a 40.5% increase [ACNielsen]. "What's more, with Argentine value continuing to grow ahead of volume, thanks to consumers trading up to higher price points, branded wines, such as Etchart, are increasingly acknowledged as playing an important role in the continuing development of the wine market," says Job. International support Bodegas Etchart, founded 150 years ago by the Etchart family, has won more international awards than any other Argentine producer and has been at the forefront of the country's wine exporting activity. A combination of tradition linked to latest technology and New World wine expertise in viniculture and wine making has been used to produce high quality single varietal and blended wines. Following its merger with the International Groupe Pernod Ricard, Etchart is now sold in more than 20 countries and benefits from enormous wine making and marketing support. In the UK, Etchart is marketed by Caxton Wines, the New World wines market leader, with two branded ranges available from the Etchart stable ­ Etchart Cafayate and Etchart Rio de Plata. A fruit driven style, distinctive packaging, strong brand support and value pricing ­ between £3.49 and £4.99 ­ have all helped grow Etchart Rio de Plata over the last year. Meanwhile, Etchart Cafayate offers an award-winning premium range whose qualities are associated with its unique growing region, set 1750 metres above sea level, making it the highest commercial vineyard in the world, blessed with hot, clear, sunny days and cold, fresh nights, ensuring a wonderfully fruity wine. Independently minded The Argentine wine share is reported to be growing across all trade sectors, particularly within independents, and does better in the grocers than anywhere else with a 98% sterling distribution, says Job. "The key area of growth is seen in the £4 to £5 sector, with the Argentine category ­ as was the case with Australia, US and Chile before it ­ seeing consumers increasingly moving towards branded offerings. "This is partly driven by the success of Etchart in the UK which gained significant distribution in 1999, including listings in Asda, Tesco, Londis, Budgens, Morrisons and many key cash and carries and wholesalers." A year to remember This year has seen the launch of a high profile media and public relations campaign designed to bring home to consumers the tradition and superb quality of Argentine wines, and highlighting Etchart's 150 year heritage, its unique vineyards and award-winning range. "Extensive coverage, combined with the launch of new packaging later in the year, the excellent quality of the 1999 vintage and the willingness of the retailers to increase the size of their Argentine category will all ensure that 2000 continues to be an extremely interesting year for both Etchart and the category," says Job. {{Z SUPPLEMENTS }}