Peretti wins pitch to push Argentine wine

Peretti Communications has won a pounds 350,000 contract to establish a UK wine bureau to promote Argentine Wine, and run an awareness-raising campaign.

Peretti Communications has won a pounds 350,000 contract to

establish a UK wine bureau to promote Argentine Wine, and run an

awareness-raising campaign.



The agency is being asked to help build distribution in both on and off

trade and to boost consumer awareness of Argentine wines in the UK. The

hope is to mimic the recent success Chile has had in exporting wine to

this country.



Agency managing director Francoise Peretti said the bureau would be the

point of contact for consumers, press and others interested in Argentine

wines. The idea was pitched to the trade organisation Vinos de Argentina

by the agency last year and led to a competitive pitch before the

account was awarded.



Peretti will be running a major campaign to promote the wine by

educating people about Argentina. Peretti said the campaign would be

unusual in this regard.



She said: ’In addition to the activities with the trade, retailing and

wine press there will be consumer activity targeting lifestyle

magazines.



We strongly believe consumers will start buying Argentine wine when they

know more about the country, so we will run activities to place the wine

in context. There is not much of an image for the country now beyond the

tango; we believe the country itself is the vehicle for promoting the

wines.’



Among planned activities is a press trip which will involve taking

journalists to the Argentine wine regions.



’We will invite lifestyle journalists to Argentina, and not just focus

on the wine regions - there is great food and culture, and the Andes to

see,’ she said.



The account will be run by Peretti and the agency will report to Javier

Espina, director of Vinos de Argentina, which is based in the Argentine

city of Mendoza.



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