Spotlights are on the wines of Argentina today
Date: June 1, 2011
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Grim times for Argentina at the moment. The country’s economy is in a state of near collapse, and there’s little optimism that things will right themselves in the near future. But the prospects for Argentinean wine is actually quite good, provided that the quality revolution in the vineyards keeps on track.
Historically, Argentina has produced large volumes of plonk from high-yielding vines liberally fed by Andean irrigation water. You might be surprised to learn that Argentina is actually the world’s fifth largest producer, with 200 000 hectares under vine. But as the sights of producers have turned from the thirsty domestic consumers (who still manage a creditable 40 litres per head each year) towards lucrative export markets, an effort has been made to raise the standard. Indeed, exports now account for 9.1% of production, with most going to the UK and USA, an increase of tenfold over the last four years.
What Argentina really needs is a positive image similar to that currently enjoyed by Australia and New Zealand in the UK market. ‘Brand Australia’ has worked really well: is there any hope for creating a ‘Brand Argentina’? I suspect that this will be held back by the fact that Argentina really is an unknown quantity in the UK. Not many Brits visit, Argentina, and it is seldom in our consciousness. The danger is that without Argentinean wines being sold on the basis of their ‘Argentinean-ness’, they’ll just be yet more international branded wines fighting it out at the £3.99 and £4.99 price brackets. I hope and believe that Argentina has more to offer than international Chardonnay and Cabernet. In particular the likes of Malbec, Torrontes, Bonarda, Sangiovese, Barbera and Tempranillo offer the opportunity to produce tasty wines with some uniquely Argentinean character.
Source: http://www.wineanorak.com/argentina.htm
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