Maidment takes on Forbes' role

Focusing on Malbec and Torrentés are the main objectives for Andrew Maidment as he replaces James Forbes at the end of October as the UK presence at Wines of Argentina.

Maidment says the new strategy is to take a different direction than previously by employing an as yet undisclosed PR firm to work as a satellite office, while Maidment will divide more time between Mendoza and the UK.

Maidment, who formerly worked for Google as an industry manager, looking after online automotive advertising strategies says blogging, Twitter and YouTube will figure high on the agenda to help pass on the Argentine message.

"Great work has been done by James Forbes and we want to build on that by pushing forward into a consumer direction and utilising new technologies and innovations.

"We aim to brand Argentina in a much more significant way than before with a particular focus on Malbec and Torrontés which offer a unique selling proposition in a saturated market like the UK."

Maidment said the generic body wishes to work very closely with UK agents and help them to sell their wine. "Getting listings in restaurants, hotels and shops for more people that want to take Argentine wines is a priority and we can only do that through education, hosting tastings and getting out there and meeting people."

Maidment will be in the UK until October 23, putting together a plan for the direction WoA will take in the coming year.

Phil Crozier, wine buyer at The Gaucho Grill, said: "I think James has done a great job and he is leaving on a high, having done what he set out to do and leaving Argentina in a good position in the UK.

"It's a shame there won't be anyone based in the UK, but Andrew is great and understands the market and I don't think Argentina will suffer too much."

• Sommeliers