RIO DE JANEIRO, BRAZIL – Wines of Argentina (Wofa), the entity responsible for promoting Argentine wine in the world, presented, together with local wineries and Mercado Livre Brasil, the official store of the generic brand “Vino Argentino” for the Brazilian market.
The store’s objective is to promote the “Vino Argentino” brand and gain market share in the e-commerce channel in Brazil, which in 2020 ranked as the third country in online wine purchases, according to Wine Intelligence data.
In the January-September 2021 period, Brazil ranked as the third destination for Argentine wines, with US$ 69.2 million and 23.8 million liters exported, which represented an increase of 38.3% in terms of value compared to the same period of the previous year and 35.6% in volume.
“The world is increasingly demanding Argentine wines, and Brazil is not exempt, as exports to the neighboring country, together with the US, UK, and China, accounted for 56%”, indicated Maximiliano Hernández Toso, President of Wines of Argentina.
For Hernández Toso, “we must take advantage of this excellent opportunity from an innovative vision and the adoption of new technologies, strengthening the presence of our product in digital ecosystems where international strategic audiences interact in pursuit of a greater goal: to boost exports.”
“The new digital tools marked an important change in the field of promotion, and the fact that Argentine Wine has its store in Mercado Livre Brasil implies endless possibilities to communicate its attributes and reach new and different audiences,” added Magdalena Pesce, general manager of Wines of Argentina.
To this end, Wines of Argentina has designed a specific digital marketing strategy for the online store to generate brand recognition among Brazilian consumers.
In this first stage of launching, the store offers 125 labels from 33 Argentine wineries, both large-scale and small projects, with products available in the Brazilian market.
Of the total labels, 78% are red varieties, 17% are white varieties, 4% are rosé wines, and 1% are sparkling wines.
Argentina’s flagship variety, Malbec, represents 54% of the wines, including different profiles and styles, both as a varietal and red blend.
The wineries present in this first stage of the launch are A16, Altos Las Hormigas, Amansado Wines, Amalaya, Colomé, Anko, Dante Robino, Estancia Mendoza, Familia Cecchin, Sottano, Vistalba, Escorihuela Gascón, Salentein, Chañarmuyo, Doña Paula, Familia Schroeder, Familia Zuccardi, Finca La Anita, Finca Las Moras, Finca Sophenia, Grupo Avinea, Kaiken, La Rural/Rutini, Lupa Wines, Manos Negras, Martino Wines, Nieto Senetiner, Santa Julia, Tinto Negro, Trapiche, Trivento, and Vinos de la luz.