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Bodega Argento aiming to strengthen on-trade presence with first Taste of London outing

Published:  17 June, 2016

Premium South American wine estate Bodega Argento is continuing its push itself into the on-trade with its first appearance at Taste of London.

Premium South American wine estate Bodega Argento is continuing its push itself into the on-trade with its first appearance at Taste of London.

The Mendoza winery has been consolidating its strategy in the on-trade after pulling out the multiples back in 2008.

Josefina Harms, marketing manager at parent group Blends Wine Estates, said this approach reflects the positive trend seen in the wider Argentinian category.

Argentine wines are currently experiencing growth in the value of its on-trade sales, up 3% on 2015 to 93m (WSTA Q2, 2016).

"Argento came out of the multiple retailers in 2008 and we are now working with Bibendum to grow value and brand equity by focusing on key on-trade accounts, which is where we see the greatest opportunity for growth," Harms confirmed.

Originally created by Bibendum for the UK market, Argento was sold to Argentine group, Inversora Agroindustrial Sudamerican in 2012.

It was founded in 1999.

More recently, it has teamed up with collaborators Constancia Argentinean Grill where they are sharing a stall until Sunday (June 19) at the Taste of London event in Regents Park.

Harms said that gaining visibility at events like Taste of London is becoming part of the trade for wineries wanting to make waves in not just pubs and bars but restaurants too.

"Allowing consumers to experience our wines alongside authentic Argentinean food in a vibrant and informal environment gives the wines context and brings them to life, and we hope that through creating these positive associations with the brand, consumers will remember Argento next time they are eating out."

She added: "Bodega Argento started working with Constancia Argentinean Grill last year. We saw real synergy between the delicious and authentic Argentinean cuisine they bring not only to their London restaurant but to festivals and events up and down the country via their street food truck."

Some of the most popular wines on Wednesday's inaugural Taste of London were Argento Selección Malbec, Argento Malbec Rosé and Argento Pinot Grigio.

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