Invest in Mendoza

The important wine journalist will be one of the judges in the next edition of the national competition Argentine Wine Awards.  In this interview he offers his opinions about the world of wine and its performance in the United Kingdom.

For the third consecutive year, Wines of Argentina and the Argentine Wine Production Corporation will bring to life the competition Argentina Wine Awards 2009, which will be held from the 22^nd to the 26^th of February in the Hotel Sheraton Mendoza, and will focus on four key markets for the Argentine wine exports: the United States, Canada, Brazil and the United Kingdom.

For this event Wines of Argentina is organizing three activities that will be developed over the course of four days: a blind tasting of more than 600 Argentine wines held by a top level international panel of judges; a seminar where the panel of judges will evaluate the quality of wines that are commercialized today and are successful in each market along with recommendations to the participants, and an award cocktail, in which the highest figures in the industry will meet to give homage to the prizewinning wineries.

Tim Atkin, one of the most respected journalists by consumers in the United Kingdom, will be among the personalities that will be present evaluating wines.

- What is your perception with respect to the consumption of wine in the United Kingdom during this international crisis?

The market appears to be polarizing.  Some people want to drink more inexpensive wines-and the supermarkets are competing amongst themselves to place lower range products on their shelves-but the market above £5 is also growing, which could mean good news for Argentina.

The reason behind this tendency is that people are going out to eat less and less, but they are enjoying pleasures such as uncorking a good bottle of wine at home. In general, consumption is the same.

-Is it possible for consumption of Argentine wines to grow in the United Kingdom’s market?

Yes, although I have been saying this for a long time.  Argentina has the diversity of style, quality, and the adequate price points for the United Kingdom.  It is happening, although slowly.

-How will the Malbec do?

I love Malbec, and, like most people, I think it’s the strong card for Argentina.  Its one of those grapes-like the Syrah-that appears to give lots of flavor at different price points.  No one does Malbec as well as Argentina, especially at the £20 range.

British consumers love Malbec when they taste it, it’s just that they don’t see as much of this variety as they should.  That is the reason why we need the principal points of direct sale to boost it up a bit.

-In general, what are the principal problems that Argentine wines face in the market in the U.K.?

The principal problem is that people don’t know that Argentina has one of the lists with the most diverse grape varieties in the world, thanks to its Italian and Spanish roots.  I think that most people have forgotten our “disagreements” in the Malvinas and, although less important, on the soccer field.

It’s only a question of getting more and more people to try Argentine wines.  That explains why it is so fundamental that there be a Wines of Argentina office in the United Kingdom.

-Is there any possibility of growth with the option of white and rosé varieties?

Yes, although less than with the reds.  I think there are half a dozen excellent Chardonnays in Argentina, a pair of Sauvignons and even some Pinot Gris.  I would like to see people planting things like Fiano, Petite Arvine, Cortese and Albarino.  They could turn out to be very interesting.

-Could Torrontés be that option?

Certainly, it’s an unusual grape.  It isn’t the most complex in the world, but it’s easy to recognize.  I think that it will continue to be a niche product, but I would like to be wrong about that.

-What strategy should Argentine wines use to achieve a greater portion of the market?

Invest, invest, and invest.  The most important thing is to make people try the wines, and, whenever possible, to visit the country, which is one of my favorite places in the world.  The sommeliers, journalists, wine buyers and lets not forget about consumers, all of them could come together to increase Argentina’s portion of the market.

I suspect that this could be at the expense of Australia that is beginning to fight for its place in the United Kingdom.

-What are the most recurrent errors of Argentine enologists when making wines for consumers in the U.K.?

Too much wood.  Too much alcohol.  The problem is that these very wines could end up being very popular in other markets, such as in the United States, so perhaps there’s a necessity to produce two styles of wine, one for the United States and another for the United Kingdom.

-How are you preparing for the next Argentina Wine Awards?

I am eating a lot of meat and listening to Mercedes Sosa on CD. Oh, and dreaming of Mendoza.

Source: Los Andes Newspaper

Permanent Link: http://losandes.com.ar/notas/2009/1/24/fincas-404490.asp