World’s largest Malbec brand, Trivento eyes up ambitious growth

Argentine wine brand Trivento is planning to double its turnover to USD$500m in retail sales by 2025, it has said, after retaining pole position as the world number one Argentinian wine brand by value.

The company has retail and ecommerce sales of around over USD 270 million, according to the latest IWSR Drinks Market Analysis released in 2021.

Marcos Jofré, Trivento CEO said the company had set ambitious growth objectives by 2025, based on “the recognition of the high quality of our products as well as the commitment of our winemaking team”. “We hope to have a significant growth in the main retail and on trade markets of Argentinian wine,” he said, adding that the company worked hard to position Trivento as the Argentinian brand that is most valued worldwide “and this achievement shows us that we are on the right path”.

Felipe Rossel, global marketing director said the success came as the result of a consistent strategy over time, which had strengthened Trivento´s positioning “as a referent point of Malbec wine in the world”.

“We will keep on working to speed up the process of penetration in key markets in order to double the turnover and reach USD $500 million on sales by 2025”, he said.

He pointed to the “huge acceptance of Trivento wines” particularly its Trivento Reserve, in offering “the best Malbec in terms of value”, noting its shelf standout in the premium segment (of USD$12 and above), and the bottles premium cues with its embossed logo and “distinctive silver band” on the label.

Export markets have also been key, with UK sales, where Trivento’s Reserve Malbec is the leading red wine SKU by value, up 22%, along with strong sales in the USA, The Netherlands, Ireland, and Mexico which great by more than 50% compared with 2020.

Rossel underlined the investment in the brand as well as its innovation. Since launch, the company has invested USD $126 million in increase hectarage under vine (it now comprises 12 vineyards) and has built 3 wineries to boost capacity to 58 mL.

“We aim to be at the forefront; that is why we keep on exploring new proposals all the time. A clear example of this is the release of the category of White Malbec, a unique wine that has been shown to be a huge success among our consumers”, Rossel said.