Malbec First
The world associates us with Malbec, but online the varietal ranks far below other wines.
For years Malbec has been a synonym for Argentina. And more and more Argentines puff out their chest when our flagship varietal comes up. We are informed, we taste it with style, we live it with pleasure. We swirl the glass, we breathe in and we sigh. We bring it to our mouth, we swirl it around, we think through its flavors and we swallow. We sigh again and simply say: “Malbec!”.
That is right, we learned to enjoy it and we do so with pride. It is part of us; like tango, Diego and Lionel, mate and dulce de leche, the ballpoint pen, the bypass and the bondi. The asado, the mila napolitana, the fugazzeta, the empanadas and every dish we invented that tastes better with a Malbec.
And yet, despite the numbers that crown us as the largest Malbec producer in the world, and despite that world associating and identifying us with this varietal, we are far down the ranking of the planet’s most popular wines.
We ran an exercise to get certainty about Malbec’s international positioning and we found results that were not so pleasant: online, search traffic and mentions related to Malbec are far below those of other wines. But far from discouraging us, that data sparked the motivation of a great challenge.
The 45 thousand hectares planted with Malbec, the export of 1.5 million hectoliters a year and the quarter of the country’s entire cultivated surface given to Malbec all seemed to count for nothing. But, being Argentine, we set out to keep the euphoria from fading.
We thought up an action so that all Argentines who love wine could put value on the greatness of our varietal, its importance for our growth, the feat of having arrived from distant lands and decided to be Argentine. The privilege of having been the country chosen by a grape so noble, so resistant, untamable and tenacious that, ultimately, it was born to be Argentine.
We proposed sharing a video that would touch a nerve, going over the main Argentine milestones and, from there, taking Malbec to the top of the digital universe, aware that the world talks and lives there.
And, of course, accompanying every one of those actions by sharing a glass of Malbec. Taking Malbec to number one in its month is the start of a strategy for Malbec to then reach better positions in the physical world.
So, if as an Argentine you cannot stand being second, get on board with this mission: let’s make #PrimeroElMalbec.
Share the video we are proposing and your experiences with Malbec, using the hashtag #PrimeroElMalbec on your social media.
Malbec needs us: fill your glass, join in.
Want more info?
WEB: staging.argency.com
IG: @argency
Fb: Argency.adv
X: @argency_
