Malbec World Day ready to go

Representatives of the Argentine wine trade in the UK are finalising their preparations for Malbec World Day, the world’s biggest celebration of the famous grape variety.

Major retailers in the UK including Majestic, Asda, Tesco, Co-Op and Wine Rack will be running promotions on Malbec over the course of this weekend for the event.

Point-of-sale material highlighting Malbec World Day have been sent to over 600 UK wine retailers to ensure the message gets out to the public.

Wines of Argentina is also running a high visibility pop-up wine bar from Friday 15 – Sunday 17 April in Camden Market, London, as a focal point for celebrations in the UK.

Meanwhile, events are taking place in over 80 cities around the world, ranging from retail promotions to trade tastings and consumer festivals.

Other standout activities include New York consumer festival at the Maritime Hotel and Argentine wine’s first ever consumer fair in Beijing, over 1,500 people are expected to take part.

Andrew Maidment, Wines of Argentina’s Europe director, said: “Malbec World Day is our chance to bring a little bit of Argentine flair to the world of wine and the global activities we’re running this year all follow the same aim – to bring wine to the masses and make it both accessible and fun.

“This weekend we’d like to invite everyone in the trade to grab a glass, a bottle (or two) of Malbec and join in the celebrations”.

The UK is Argentina’s fastest growing major global market, with current growth at over 40% per year according to Nielsen. Malbec accounts for approximately 50% of this growth.