Pernod Ricard UK is making its new Argentinian Malbec, Rutas de Cafayate, available to convenience retailers to stock now.
Argentinian wine is currently the fastest growing country of origin, with value sales up by 45.6% in the impulse channel. Malbec, meanwhile, is also growing in value by 44.6%.
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The supplier said the wine caters towards consumers shopping for dinner parties, or with the intention of sharing with friends, and is best suited with foods such as cheese, grilled meat, charcuterie and roasted aubergines. Flavour wise, it has hints of plum and strawberries.
Pernod Ricard UK wine portfolio director Lucy Bearman said its ambition is to be a leader in the premium wine in every country of origin it operates in, and is set to disrupt the Argentinian wine category with Rutas de Cafayate.
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“The interaction between the climate, the soil, geographical location, height and vines makes the Cafayate’s winemaking process unique.
“We’re confident the brand will recruit those already enjoying Malbecs and, with its stand-out contemporary pack design, new-to-category drinkers,” she added.
Rutas de Cafayate Malbec is available now from all major wholesalers with an RRP of £8.50.
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