The Argentine Wine Club UK is officially launched in Mendoza
With the participation of relevant wineries and wine experts in the province of Mendoza, the British Argentine Chamber of Commerce officially launched the first private club exclusively dedicated to the promotion and expansion of Argentine labels in the highly demanding UK market.
The initiative resulted after the massive success of the Wine Trade Mission to the UK where premium labels from Mendoza visited London showcasing their premium wines. This delegation was warmly welcomed by a wide audience of sommeliers, distributors and wine experts and press in November 2022.
The Argentine Wine Club UK will expand their membership to wine makers from all Argentina allowing the British consumer to have access to not only large producers but also smaller boutique wines that normally lack a direct channel of access.
The club will also count with an Advisory Board that will delineate relevant and competitive strategies to allow a disruptive role of the club in the UK and effective promotion of Argentine wines.
Martin Williams, CEO of Gaucho and Andrew Maidment, wine advisor and expert will be presenting together with Claudio Oliveira, wine advisor and consultant for the British Argentine Chamber of Commerce on New trends: Argentine wines in the UK.
“The club, based in London, is an initiative of the British Argentine Chamber of Commerce (BACC) aimed at promoting Argentine wines in Britain with actions that will focus on delivering high impact with a cost effective approach” mentioned the Chairman of the BACC Ing. Javier Alvarez.
Claudio Oliveira, consultant of the BACC on the wines and luxury sectors stated: » the problem of the Argentine wines entering a market like the UK goes beyond trade: luxury brands must represent an experiential element that will be the differential for the premium consumer. The price is paid with the symbolic attributes incorporated in the brand, that requires a much more sophisticated marketing strategy. The Argentine Wine Club UK is positioned, as a facilitator of this continuous process, organizing and designing activities while creating visibility throughout a customized long term strategy”.
The launch is supported by the founding members of the club and Pro Mendoza whose main goal is to work with wineries and wine producers from all regions of Argentina and promote the many unknown varieties available to a very demanding and educated market.
The club has already secured a series of relevant events in London for its members with the support of GAUCHO restaurants and the UK Sommelier Association.
The club will also create an Advisory board that will support and work on disruptive initiatives and activities for the following years.
Mendoza, March 2023