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Wines of Argentina declares 'Malbec World Day'

Published:  17 January, 2011

Wines of Argentina is declaring a Malbec World Day that aims to celebrate the country's core varietal through consumer and retail activity.

April 17, will mark the end of harvest with activities planned in the UK, Sweden, Netherland, USA, Brazil, Columbia, Peru and Argentina.

UK trade body head, Andrew Maidment said it is an important step for the generic body as it represents two 'firsts' for Wines of Argentina in the UK; the first major consumer focused initiative and the first ever WofA planned and sponsored major retail activity.

The promotion will focus on both the on and off-trade will aim to raise the profile of Malbec as a quality variety.

Promotional campaigns have already been planned with Direct Wines / Laithwaites and Majestic.

In addition, there will be a range of on-trade activities with both Argentine and non-Argentine restaurant chains around the UK taking part.