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Wines of Argentina launches digital campaign in US
Trade body Wines of Argentina (WofA) has launched a new digital campaign in the US called #VinoArgentino specifically targeting American millennials.
The brand campaign, which aims to promote the diversity of wine styles made in Argentina, is part of a broader drive to establish a strong digital presence.
According to data from Wine Intelligence, growth in US wine consumption is being spearheaded by millennial and Generation Z drinkers, who are searching for new and interesting products. The market analyst also found that due to global Covid lockdowns, consumers are “enjoying wine across a broader range of at-home occasions”.
Featuring digital adverts and a dedicated website, WofA’s #VinoArgentino campaign will focus on key markets including California, Florida, New York, New Jersey, Illinois and Texas.
The trade body is responding to the digitisation of wine, as e-commerce channels around the world experience growth. According to a recent US wine report by the Silicon Valley Bank, “online selling is, without question, the change agent that will deliver the greatest transformation to wine sales over the next decade”.
Commenting on the new campaign, WofA’s general manager Magdalena Pesce said: “Wines of Argentina has spent a decade doing online communications, speaking to different audiences around the world for one simple reason: to be more effective in the use of our resources and contribute to the success of the organisation. With the new plan, we will further enhance our integrated strengths moving forward, and focus all our efforts on our digital future.”
She added: “In the United States, in addition to Malbec, Cabernet Sauvignon and Cabernet Franc are gaining prestige among consumers year after year. Our challenge today is to show the great revolution that is taking place in whites, for example, with the high altitude Chardonnay, to mention just one. I also see that the names of other regions are slowly resounding, with Patagonia and Cafayate beginning to position themselves in the minds of consumers.”
The campaign ads will run on social channels Facebook and Instagram as well as on Google during February and March.
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