UK is major priority, says Wines of Argentina as exports soar
Date£º
2014-09-12 11:11 Source£º
harpers.co.uk Author:
Gemma McKenna Translator:
Argentina¡¯s total wine exports to the UK have soared 36% on last year for the first six months of 2014, says Wines of Argentina¡¯s European director Andrew Maidment.
Off-trade sales have grown by around 25% in the same period, as Maidment says ¡°everything is moving in the right direction¡±.
¡°The UK is a really big priority for Wines of Argentina and getting bigger,¡± Maidment said, adding that it planned to ramp up on-trade and independent activities in the coming year.
Andrew Maidment
Andrew Maidment, Wines of Argentina¡¯s Europe and Asia head, said the country¡¯s success in the UK earmarked it as an even bigger priority for the coming year.
Given the current financial climate in Argentina, Maidment is hopeful that the UK marketing budget increases. ¡°We have to have more money to do more activities if we want to grow,¡± he said.
For next year the generic body is planning a bigger than ever celebration of Malbec World Day, moving its Cambalache street festival to September and looking to work with more summer festivals, such as Jamie Oliver¡¯s Feastival. At Feastival this year it sold 1,100 bottles of Argentinian wine, priced between ¡ê24 and ¡ê38 per bottle, in just two days.
Maidment said larger retailers have started to get behind Argentina as a category, as bigger wineries such as those behind Vinalba and Trivento do ¡°interesting and creative things¡±. Malbec, the country¡¯s signature varietal, has now gained a foothold with consumers too, Maidment said.
While Argentina is ¡°not the cheapest¡± category ¨C with an average bottle price of around ¡ê6 it¡¯s just behind New Zealand and France ¨C retailers aren¡¯t ¡°feeling the need to discount¡±, according to Maidment.
Maidment said the UK market has now moved up ¡°to a place where Argentina can and wants to compete¡±. ¡°Despite the economic challenges [in Argentina, such as 30% plus inflation] it¡¯s a good time.¡±