Wines of Argentina Unveils New Global Communication Strategy: "The Wine for Now"
New Messaging Emphasizes Identity, Closeness, and Personalization to Shape the Future of Argentine Wine Worldwide
NEW YORK, Oct. 20, 2025 /PRNewswire/ -- Wines of Argentina, the institution responsible for promoting the brand and country image of Argentine wine worldwide, has announced the launch of a new global communication strategy designed to strengthen and expand the presence of Argentine wine across international markets - with a special focus on the United States and Brazil.
Building on its mission to highlight the diversity and richness of Argentina's wine regions, Wines of Argentina has redefined its messaging to meet evolving global trends and challenges. The new strategy is anchored in a bold concept: "The Wine for Now."
This positioning encapsulates the essence of Argentine wine—timeless yet spontaneous, made to be enjoyed today or in twenty years, in casual moments or extraordinary occasions. It reflects Argentina's unique spirit: approachable, authentic, and unforgettable.
"Argentine wine is made for today's consumers—versatile, approachable, and authentic," said Magdalena Pesce, CEO of Wines of Argentina. "With this strategy, we are inviting the world to experience our wines in a more personal and meaningful way, with a special emphasis on strengthening our presence in two key markets: the United States and Brazil."
The communication framework is supported by three pillars that will guide all initiatives through 2030:
- Identity: Showcasing the distinctive character of Argentina's terroirs and people.
- Closeness: Emphasizing accessibility and the human connection that Argentine wine fosters.
- Personalization: Delivering tailored experiences to diverse global audiences.
Strategic Focus on the U.S. and Brazil
According to Área del Vino (a publication affiliated with Wines of Argentina), the United States remains the leading market by value and volume for Argentine wine, with growth in dollar terms. This trend reflects Argentina's growing success in positioning higher-quality and premium wines in this market.
Meanwhile, Brazil ranks as Argentina's second-largest export destination by both value and volume. The value of exports continues to rise — signaling a shift toward a more premium product mix and greater recognition of Argentina's high-end offerings among Brazilian consumers.
Together, these two markets represented 39,2% of Argentina's total wine export volume in July 2025 (21,7% for the U.S. and 17,5% for Brazil), underscoring their pivotal role in the country's global wine strategy.
Looking Ahead: "The Wine for Now" Around the World
With this refreshed approach, Wines of Argentina reaffirms its role as a global ambassador for the country's wine industry and its commitment to innovation, sustainability, and cultural expression. Over the coming months, WofA will roll out a series of initiatives, campaigns, and partnerships to bring "The Wine for Now" to life in its key markets — starting with the United States and Brazil — before expanding to Europe, Asia, and beyond.
For more information about Wines of Argentina, visit www.winesofargentina.org
About Wines of Argentina
Since 1993, Wines of Argentina has been dedicated to promoting the brand and country image of "Vino Argentino" worldwide. The organization plays a key role in positioning Argentina among the leading wine-exporting countries by highlighting its exceptional regions, wineries, and people. In addition, it guides Argentina's export strategy through the study and analysis of key markets, including the United States and Canada, the United Kingdom, Europe, Asia, and Latin America. Wines of Argentina collaborates to strengthen the global presence of Argentine wine, building the "Vino Argentino" brand and enhancing its perception among trade professionals, opinion leaders, and consumers alike.
For more information, please contact:
Carla Castorina - Account Executive
[email protected]
Colangelo & Partners
www.colangelopr.com
SOURCE Wines of Argentina
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