Argentina's total wine exports to UK rocket 36%

By Gemma McKenna

Published: 11 September, 2014

Argentina's total wine exports to the UK have soared 36% on last year for the first six months of 2014, says Wines of Argentina's European and Asia director Andrew Maidment.

Argentina's total wine exports to the UK have soared 36% on last year for the first six months of 2014, says Wines of Argentina's European director Andrew Maidment.

Off-trade sales have grown by around 25% in the same period, as Maidment says "everything is moving in the right direction".

"The UK is a really big priority for Wines of Argentina and getting bigger," Maidment said, adding that it planned to ramp up on-trade and independent activities in the coming year.

Andrew Maidment Andrew MaidmentAndrew Maidment, Wines of Argentina's Europe and Asia head, said the country's success in the UK earmarked it as an even bigger priority for the coming year.

Given the current financial climate in Argentina, Maidment is hopeful that the UK marketing budget increases. "We have to have more money to do more activities if we want to grow," he said.

Andrew Maidment, Wines of Argentina's Europe and Asia head, said the country's success in the UK earmarked it as an even bigger priority for the coming year.

For next year the generic body is planning a bigger than ever celebration of Malbec World Day, moving its Cambalache street festival to September and looking to work with more summer festivals, such as Jamie Oliver's Feastival. At Feastival this year it sold 1,100 bottles of Argentinian wine, priced between £24 and £38 per bottle, in just two days.

Maidment said larger retailers have started to get behind Argentina as a category, as bigger wineries such as those behind Vinalba and Trivento do "interesting and creative things". Malbec, the country's signature varietal, has now gained a foothold with consumers too, Maidment said.

While Argentina is "not the cheapest" category - with an average bottle price of around £6 it's just behind New Zealand and France - retailers aren't "feeling the need to discount", according to Maidment.

Maidment said the UK market has now moved up "to a place where Argentina can and wants to compete". "Despite the economic challenges [in Argentina, such as 30% plus inflation] it's a good time."