Wines of Argentina Ends a “Successful Year”

Wines of Argentina (WofA) said it is well on its way to achieving the objectives set out in its business plan in August. The two-year plan centres on strengthening the global positioning of the country’s wine industry through digital marketing and generating business opportunities for its members.

It is focused on establishing a digital presence for Argentine wine (vino Argentino) “with much greater force”.

With Covid-19 curtailing travel opportunities, WofA has successful hosted over 50 digital events, reaching winemakers, educators, consumers and the trade, with the campaign particularly centred on the US and China.

In order to further strengthen its digital presence, WofA has partnered with software development company Globant. Globant will develop a digital global marketing strategy for WofA, adding technical capabilities and expertise to its offering.

Magdalena Pesce, marketing and communications manager at Wines of Argentina, states: “Digital tools have allowed us to consolidate the positioning of Argentine wine as never before, even in a highly atypical and challenging year. Our permanent commitment to education and digital communication has proven to be the way we must continue to be efficient in reaching different audiences around the world, effective in the use of our resources and, above all, mark a presence for Vino Argentino where international strategic audiences interact: digital ecosystems”.

It has also focused its attention on the Latin American market, particularly Brazil, Argentine wine’s third-largest market. WofA has carried out virtual events specifically targeted at the Brazilian market, including Virtual Business Round, which saw 28 wineries and 41 importers participate.

Training for Sommeliers Argentina 3D also hosted an educational program for somms based in Brazil, Mexico, Peru, Colombia and Paraguay. To strengthen its presence in the market, WofA launched a Spanish-language podcast focusing on the Mexican, Peruvian, Colombian and Paraguayan markets.

Maximiliano Hernández Toso, president of Wines of Argentina, said: “At WofA we are constantly looking for new languages ​​and means of communication to strengthen the positioning of Vino Argentino and increase its distribution and sales at an international level. Currently, this means promoting the use of digital platforms and from this trend a business plan has been in development for 4 months and has already shown strong results. We are encouraged to continue betting on this trend to make the most of the infinite possibilities of the digital world to achieve a greater objective: to boost exports.”

Women in Wine Talks with Chile and Argentina – October 20, 2020 1:00 PM EDT

It is our great pleasure to invite you to be part of an exclusive “live talk” with five trailblazing women leading the Chilean and Argentine wine Industry into the future.

Join us as the panelists discuss their regions, share an intimate look at their wineries and discuss their commitment to crafting exceptional wines while preserving the natural environment.

Panelists:

Wines of Chile – Viviana Navarrete of Viña Leyda; and Emily Faulconer of Viña Carmen

and

Wines of Argentina – Susana Balbo of Susana Balbo Winery; and Andrea Ferreyra of Finca La Celia

October 20, 2020 – 1:00 pm (EDT) Zoom

Zoom link to join the Women in Wine Talks October 20 1:00 pm EDT
[complimentary ticket] https://www.eventbrite.co.uk/e/women-in-wine-talks-with-chile-and-argentina-tickets-123908055329?aff=ebdssbonlinesearch&keep_tld=1#

We look forward to seeing you!


	

Argentina joins New Zealand, South Africa, Chile, Canada and the US/California in forming a New World Wine Alliance to boost performance in the Chinese market

Industry body Wines of Argentina has signed an agreement with Shanghai’s Grapea & Co to be part of the alliance aimed at furthering the perception of New World wine in China.

The project, which began in June and will run until October this year, will take the form of a marketing and educational campaign supported by Grapea & Co’s Yang Lu, China’s first Master Sommelier.

The campaign will focus on both online content, transmitted through social media and blogging platforms, as well as wine and sommelier competitions.

The free content will be available on the New World Wine WeChat account and will consist of 18 virtual masterclasses on New World wine regions and 42 videos on topics such as the wine history, viticulture, winemaking, news, cultural traditions and food and wine matching.

These will also be made available on other platforms including Tik Tok, Dianping, and T-Mall.

In addition, the initiative will also feature 22 live broadcasts from key industry figures and popular wine bloggers.

According to the latest data, the scheme has already proved successful. In the first 15 days after the launch in June, the content platforms recorded a total of 68,000 visits and more than 8,000 views of video content.

Commenting on Argentina’s involvement in the project, Maximiliano Hernández Toso, who took over as president of Wines of Argentina earlier this year, said: “Being part of a project of this magnitude reflects the recognition that Argentine wine has gained internationally and the development of its industry.

“I believe that this is a great opportunity for our flagship product to expose its full potential, supporting and accompanying the drive of the collective strength of regions and countries that scale the world stage. We are confident of the impact of continued education and in working with international opinion leaders, such as, in this case, Yang Lu, the only Chinese Master Sommelier in the world.”

It follows news that Argentina was the only country to record an increase in both import volume and value of wine sent to China between January and May this year.

Wines of Argentina appoints Maximiliano Hernández Toso as new president

The Wines of Argentina has recently appointed Maximiliano Hernández Toso as its new president for the next two-year period.

Toso will serve a two-year term as president, supported by Guillermo Barzi, who will continue as acting vice president of the institution.

Tosco was appointed during an Ordinary General Assembly of Wines of Argentina yesterday, held over videoconference.

Hernández Toso is the co-founder and director of WHT Partners, an Argentine venture group that invests in high-end wine and owns Riglos and Huarpe wineries. He has been on Wines of Argentina’s board of directors since 2015, and previously occupying the role of treasurer.

He has an MBA from IDEA and the London Business School and a Master’s in public policy from Carnegie Mellon University, where he studied as a Fulbright fellow. Toso has also taught and directed the wine management programme at ADEN Business School and has also spent time working as a private and independent consultant to entrepreneurs, investors and multi-lateral organizations.

Commenting on his new role, Hernández Toso said: “It is a privilege for me to lead this institution, which I respect and admire for the great work it has done since its inception. We have many challenges ahead, but also great opportunities to innovate and continue bringing Vino Argentino closer to the world and raising the perception of Argentina as a modern winemaking country thanks to the enormous wealth and diversity of our terroirs.”

Vice president Guillermo Barzi, added: “Over the years, Argentina has shown that it is capable of surprising and competing internationally with great wines of the world. The goal is challenging, but we will keep the focus on collaboration agreements and education as a way to reach new audiences.”

Wines of Argentina website:  https://www.winesofargentina.org/en

Geographic Indication Approved for San Pablo, A High-Altitude Mendoza Sub-Region

San Pablo, a sub-region of Mendoza, Argentina has been awarded Geographic Indication status after a four-year campaign led by local producers. San Pablo is located in Uco Valley, and is the northernmost sub-region in Tunuyán, Uco Valley.

It is also one of Mendoza’s extreme regions in terms of altitudes, with vineyards planted between 3,600 ft (1,100m) and 5,600 ft (1,700m) above sea level, with an arid climate and an average of 500mm rainfall per year.

San Pablo is located on the alluvial fan of the Las Tunas River, on the right bank, where the soil has a high pebble content as well as other calcareous materials.

The GI spans the following areas:

East boundary: Provincial Route N°89

North boundary: Las Tunas River

West boundary: dimension lines at 1.700 meters above sea level

South boundary: Villegas Creek up to its intersection with Cuevas Creek

The Salentein winery was the first winery to produce Estate Bottled wines from what today is the GI San Pablo and one of the first in the Uco Valley.

Salentin launched the campaign in collaboration with Bodegas Tapíz, and Familia Zuccardi wineries, together with the Facultad de Agronomía de la Universidad Nacional de Cuyo (Agronomy School of the National University of Cuyo) and the Instituto Nacional de Vitivinicultura (National Institute of Viticulture), in 2016.