The organization dedicated to promoting the global brand and image of Argentine wines partners with the US agency for a communication program that will increase visibility while reinforcing the reputation for Wines of Argentina and the Argentine category
New York, NY, July 31, 2023 – Wines of Argentina, the entity responsible for the Vino Argentino brand in the world, announces Colangelo & Partners as their agency of record to develop and execute a strategic program that will amplify key messaging to positively represent all wineries and wines navigating the US market to find opportunities to position Argentina as a leading wine country. This partnership will focus on increasing press coverage, strengthening and creating impactful relationships with key opinion leaders, and building more awareness for one of the most innovative, sustainable and boundary-pushing wine regions.
“We are excited to work with Colangelo & Partners to further deepen the positioning of Vino Argentino among key audiences of the main export market for our flagship products,” expressed Alejandro Vigil, President of Wines of Argentina. “We look forward to strengthening relationships with the key industry leaders who can continue to increase visibility for Wines of Argentina in the US.”
Wines of Argentina has been promoting the wines and tastemakers of the region since 1993, implementing programs aligned with three main pillars and that reaffirm why the region is unsurpassed: innovation & diversity, prestige, sustainability.
The natural environment in Argentina’s geography is conducive to sustainable wine production. In this direction Wines of Argentina launched Sustenta-Vitis, a Comprehensive Sustainability Program For Vino Argentino. This program for the wine sector was made possible through AL-INVEST Verde, an initiative of the European Union (EU) that will strengthen the strategy of promoting Argentina’s national product thanks to various initiatives associated with social, environmental and economic sustainability. This program is developed by Wines of Argentina together with their European partner Interco Aquitaine.
Sustenta-Vitis is part of Component 1 of the program, which seeks to promote sustainable growth and job creation by supporting the transition towards a low carbon economy, efficient in the use of resources and more circular in Latin America. Specifically, it promotes Latin American SMEs to adopt cleaner products, processes and services that are more efficient in the use of resources.
In line with Wines of Argentina’s institutional vision towards a sustainable, diverse and inclusive viticulture, the Sustenta-Vitis project involves a series of lines of action whose implementation will positively impact wineries in the country, also deepening the communication of sustainability as a one of the characteristics of Vino Argentino:
- WofA Sustenta (Sustains): Assistance to implement improvements in the production phase of wineries and achieve certifications;
- WofA Recupera (Recovers): Assistance to wineries in the recovery of waste; Inter-institutional Agreements.
- WofA Concientiza (Awareness): A program for the dissemination of good practices and communication campaigns.
- WofA Innova: Innovation Contest; Inter-institutional and inter-business linkage.
The Wines of Argentina 2023 campaign will include strategic media pitching and sampling, highlighting four core themes: sustainable and organic practices, the women of Argentina, wines for holiday/food pairings, Argentine trends.
“Argentinian winemakers have been pushing the boundaries ever since they broke into the international scene, growing new grape varieties in more diverse and challenging terroirs to the delight of wine lovers everywhere,” commented Colangelo & Partners COO and Partner Felipe Gonzalez-Gordon. “We are proud to partner with Wines of Argentina in their mission to shine the spotlight on their vinous treasures.”
For more information about Wines of Argentina, visit the Website, Twitter, Facebook, or Instagram. If you are interested in learning more about any of the participating wineries, please contact Amanda Torres (atorres@colangelopr.com).
About Wines of Argentina
Since 1993, Wines of Argentina has been promoting the brand and country image of Vino Argentino throughout the world. In addition, it plays an essential role in guiding Argentina’s export strategy, by studying and analyzing changes in key markets: the United States and Canada, the United Kingdom, Europe, Asia and Latin America.
The organization aims to collaborate in the consolidation of Argentina among the main wine exporting countries and contribute to the global success of the national wine industry by building the “Vino Argentino” brand, raising the positive perception of the trade, opinion leaders and consumer audiences.
About Colangelo & Partners
Colangelo & Partners specializes in premium food, wine, and spirits brands, and has long-established relationships with the key press that drive these business categories and help determine the industry leaders. Agency principals have years of experience in retail and distribution as well as communications, a rare combination that gives Colangelo & Partners invaluable insights into consumer purchasing behavior.
The agency focuses on ‘closing the loop’ between creative communications programs, distribution, promotion, publicity, and the consumer in order to maximize the efficiency of its communications programs and deliver measurable results. Founded in 2006, Colangelo & Partners was honored as one of the year’s top integrated communications firms at the 2013 Agency Elite Awards and for one of the best digital marketing campaigns at the 2014 Digital PR Awards.
