MIALBEC: the first Malbec Artificial Intelligence
What not so long ago seemed like science fiction is today a reality we serve in a glass.
For this April 17, World Malbec Day, we developed the first artificial intelligence trained exclusively to talk about Malbec. That is how MIALBEC was born, an AI with the data, the tone and the passion of a fan of this varietal. Because yes: creatives are not born, they are made.
Some context? Always helps.
For us, every April 17 is much more than a date on the calendar. It is that moment of the year when the challenge is clear: telling something new about a varietal that has already said (almost) everything. And doing it from a different place, with a creative, provocative and honest point of view.
Over the years, every Malbec Day campaign was a perfect excuse to reinvent ourselves. In 2024, for example, we launched “Malbec First”, a campaign where research was the heart of the message. A way of understanding through data what Malbec represents today, and how it keeps evolving. That same campaign was a finalist at the Ojo de Iberoamérica, in the Local Brand subcategory. Absolute pride.
Going a little further back in time, in 2022, we also left our mark on Mendozan soil (literally). On that occasion, QR codes were our great ally in developing “The Argentine Name”. When scanned, each code projected a wine bottle developed with Augmented Reality. On its labels you could read, at random, different names associated with Argentine culture: Charly, Mercedes, Diego, Jorge Luis, Alfonsina and, of course, Malbec. Names that unmistakably and with no need for a surname point to our identity.
As there is no two without three, we close this historical journey through Malbec with the 2021 campaign. Together with the artist Juan Gavras we presented a work that said a lot without saying a word: “Malbec Motor” , a sculpture made from recycled materials that represents what for us is obvious but often goes unnoticed: that Malbec is the motor driving Mendoza.
And today?
Well, leaving behind the QR codes and the hashtags, in 2025 we decided to do something different. After 18 years communicating wine from Mendoza, we wanted technology to raise its glass too. That is how MIAlbec was born, the first artificial intelligence trained exclusively to talk about wine. Sorry, sorry: about Malbec.
This chatbot will not tell you the weather, nor recommend series. Its world is Malbec: varieties, pairings, history, terroirs, wineries and anecdotes. It is like having a digital and chatty sommelier in your pocket, but with a touch of humor and a lot of passion. Very Argentine.
Why a wine AI?
Because we believe artificial intelligence does not come to replace experience, but to amplify it. And because if there is one thing that defines Malbec it is its ability to adapt, to reinvent itself, to reach new audiences without losing its essence.
Mialbec is our toast to the future. A new way of celebrating Malbec, with today’s tools and the creativity of always. And like every good wine, we hope it keeps evolving over time, gaining body and complexity.
Try MIALBEC here, from April 17, 2025.
