Argentina sustains UK wine growth

Argentina is witnessing a period of continued growth in the UK market with wine exports in the first half of 2014 increasing 36.2% in volume and 35% in value on the same period in 2013.

According to the Wine and Spirits Trade Association’s (WSTA) 2014 Q3 report, Argentina has witnessed growth in the UK over the preceding 12 months of 26% and 28% in volume and value respectively.

And they’ve also seen growth for the 12 weeks leading up to September of 32% in both value and volume.

Speaking to the drinks business the head of Wines of Argentina in Europe, Andrew Maidment, insisted it was all down to the returns on several long-term efforts by WofA in the UK and the changes that have occurred as a result.

“Argentina is now seeing a sustained period of double digit growth that is still accelerating off the back of concerted efforts in this market,” said Maidment.

“We’re now witnessing stronger growth in the UK than any other wine producing country and I would hope this continues through to the end of the year and beyond,” he said.

“Over the past couple of years, I think we’ve started to see a few changes that can explain this,” he said.

Maidment said there were three key factors that have had led to the current pattern of growth: “Malbec as a brand, our appeal to an attractive demographic and a good image amongst retailers are the cornerstones of our success.”

“Malbec has increasingly become a brand in its own right along the lines of what New Zealand has witnessed with Sauvignon Blanc,” said Maidment.

“Our first hand evidence, from the sell-out Cambalache events in East London for example, backs up our belief that the Argentine brand image is capturing the imagination of the UK’s trendy twenty/thirty/forty-somethings,” he said.

“And, importantly, these are also good consumers to have in-store as they bring in more money more frequently, and are the future of the wine category as a whole. “