Since 2011, World Malbec Day has been celebrated every April 17, from a global initiative created by Wines of Argentina that seeks to position the national Malbec in the world and reflect the success of the local wine industry.
Wines of Argentina, the institution in charge of promoting Argentine wine internationally, is promoting the new edition of Malbec World Day 2021 with a special focus: a solid presence in virtual environments that allows everyone to connect with a passion for this varietal, even in the current pandemic context.
This strategy includes the development of an online action plan in the focus markets for the export of the national drink. That is why Argentine Malbec will root its position in digital ecosystems where the country can shine as a modern producer of Premium wines.
Those digital actions will focus on the main destinations for national wine: the United States, China, Canada, Brazil, the Nordic countries and other European markets. The 2021 agenda includes master classes and virtual tastings to continue communicating the great diversity of Malbec to trade leaders and the international press, activations with different e-commerce chains to strengthen sales in these channels, and online promotion campaigns.
April 17: A day with history
The origin of this variety is in the south-west of France, where this variety was cultivated and wines called “de Cahors” were made after the name of the region. These wines were consolidated in the Middle Ages and ended up being strengthened in modernity.
The conquest of the English market was a decisive step in the valuation of this strain, in that country and in the world. Towards the end of the 19th century, a phylloxera plague destroyed French viticulture, causing our beloved variety to be forgotten. However, it had already left roots. On that basis, Argentine Malbec was deployed some time later. This strain arrived in the country in 1853 from the hand of the Frenchman Michel Aimé Pouget (1821-1875), an agronomist hired by Domingo Faustino Sarmiento to carry out the management of the Agronomic Farm of Mendoza.
Following the model of France, this initiative proposed to incorporate new varieties of vines as means to improve the national wine industry. And there we come to April 17, 1853, when with the support of the governor of Mendoza, Pedro Pascual Segura, the project was presented to the Provincial Legislature, with the view of founding a Quinta Normal and a School of Agriculture. This initiative was approved with the force of law by the House of Representatives, on September 6of the same year, but the date of the 17th is, for Wines of Argentina, not only the symbol of the transformation of the national viticulture but also the starting point for the development of this strain, a sky-blue and white emblem worldwide.
You can get to know more or test your knowledge about Malbec wines in Malbec World Day
If you want to know more about our services or acquire any of our experiences, please fill in the form on the right or, contact us via email or WhatsApp for personalized attention.