News

Trapiche is blossoming

06 October 2004 By db staff writer

Argentina’s leading wine exporter is nearing completion of a three-year investment programme, and the UK has been targeted for development

MENDOZA, September 2004. Spring is upon the southern hemisphere. What’s exciting news in South America? Trapiche is. A winery with over 120 years of history and leader in wine exports in Argentina.

Juan José Canay, Exports Director, explains that, "Three years ago we began a profound process of change with a clear objective in mind: to turn Trapiche into one of the great players in the international wine business.

We put into practice an ambitious investment plan and adjusted all the operative, marketing and logistic functions to achieve the challenge taken." One of the fundamental elements of this project was the complete unification of vineyard management and winemaking.

Daniel Pi began his new responsibilities as Chief Winemaker and Head of Vineyard management at Trapiche, immediately contributing all his international experience and his passion for excellence. "The vineyards are the key factor at Trapiche.

Trapiche gives the consumers the best of each production area," says Daniel with enthusiasm. "In the extraordinary diversity of our geography with Trapiche owning over 1,000 hectares of vineyards we find the ideal conditions to produce wines with a lot of fruit, concentration and varietal typicity, as well as great personality and individuality," he says.

Taking into consideration trade and consumer expectations, Trapiche together with Interbrand has re-launched its packaging to clearly communicate their proposal to over-deliver at each price point.

Trapiche’s portfolio is both eye-catching and stylish showing the hallmark of a brand leader of the New World. At the same time, and taking into account the needs of an increasingly competitive marketplace, Trapiche launched a Customer Service Department that works under the policies of "never delivered late" and "zero error" to ensure the very best service in the market.

"We are very proud to see that the passion we put into our work is being widely recognized," says Daniel Pi. "Trapiche is the Argentine winery that has won the most prestigious international prizes: we have been awarded a Gold Medal for our Trapiche Broquel Cabernet Sauvignon 2002 at the International Wine Challenge 2004, as well as the Trophy for Best Argentina Cabernet Sauvignon.

At the other most prestigious contest of the industry, The International Wine and Spirits Competition, our Trapiche Broquel Malbec 2002 also won a Gold Medal and Trapiche has been nominated for Argentine producer of the year."

This turnaround is reaching the United Kingdom, defined as one of the three top markets for the growth of the winery in the next few years. With a plan that focuses on achieving leadership in the category, Trapiche will maintain its positive alliance with its agent HBJ for the on-trade and selected retailers, and has appointed Brand Phoenix to deal directly with the top multiple retailers.

The five new listings in the first two months of work show the great potential of this duo. "We are hoping to duplicate the success we are having in the rest of our markets in the United Kingdom," says Juan José Canay.

"Trapiche has grown over 80%, accumulated, in the last two years, a statement that is also true for the domestic market. The 700,000 9- litre cases exported in the last year and the presence of Trapiche in over 50 countries have consolidated its position as a leader in the Argentine category."

With less than 2% participation among the relevant markets and as the fifth largest world wine producer, Argentina is the latest international player with the potential to grow strongly.

The English consumer is becoming increasingly aware of Malbec as Argentina’s signature variety and is interested in the enormous variety on offer.

"Opportunities observed in available market information, suggest that this is Argentina’s moment to fulfill its true potential. We are already working hard in Trapiche to make sure this happens," adds the Trapiche team with enthusiasm.

The spring, as well as Trapiche, is blossoming in the Southern Hemisphere.

TRAPICHE’S WINES

Astica – £ 3.99 – entry level wine.

New packaging being launched Sept. 2004

Varietal range – £ 5.99

Oak Cask – £ 6.99

Broquel – £ 7.99

Medalla – £ 12.99

Iscay – £ 20

FACT FILE

Location: Mendoza – Argentina

Cases exported: 700.000