Westbury Communications, the body’s retained agency, has been recruited to handle a month-long project in September. With a budget of £250,000, the body is attempting to address consumer and retailer ignorance of the region’s wines.
Account director Jo Mason said: ‘Argentinian wines are underestimated simply due to lack of exposure. It’s possible to procure a bottle of a standard equal to or surpassing a French or Italian offering for a fraction of the price.’
She compares the current positioning of Argentinian wines to that of Chilean wines ten years ago. ‘We’re encouraging retailers to give Argentinian wines priority, instead of putting them on the bottom shelf,’ she added.
The campaign, called Wines with Rhythm, will target multiple and independent retailers, as well as bars, restaurants and the media. It will also include a regional push, with road shows in six UK cities, and a promotion on radio station Capital Gold.
Westbury also intends to sponsor local events and target consumer magazines such as Cosmopolitan and Marie-Claire, as well as wine writers for the national press.
Westbury director Jane Baerselman said that, despite the lack of awareness in this country, the UK is the industry’s second biggest market, after the US – accounting for one-fifth of all its exports.