Wines of Argentina launches new innovation programme

Industry body Wines of Argentina (WofA) has launched a new innovation programme for Argentine wineries exploring how to improve their digital presence.

Running from 24 February to 22 April, the WofA Innova programme is aimed at over 200 of WofA’s member wineries and has been developed in conjunction with consultancy Transforme Consultores.

It will consist of a series of both virtual and face-to-face workshops, which will see wineries work together on key projects. These are: non-traditional branding, content creation and dissemination, digital networking, and events and channel activation.

Twenty-five finalists will then be selected, five per category with one overall category winner. Once the programme has been finalised and the winning ideas have been selected, teams will be assembled consisting of experts in each category. The teams will then present their ideas and guidelines to WofA’s board of directors, who have the final say on their viability.

WofA Innova forms part of WofA’s new business plan that aims to strengthen the position of Argentine wine online and continue to promote the country’s premium winemaking credentials.

Commenting on the new project, general manager of Wines of Argentina, Magdalena Pesce, said: “With the launch of WofA Innova we want to work together with the wineries of our country to generate value in the communication of Vino Argentino and be more efficient in the use of our resources. Through collaborative learning, we want to generate and strengthen the bases to achieve a digital transformation of the industry with an innovative perspective.”