Christy Canterbury, Master of Wine, talked about the positioning of Argentine wines in the United States. Moreover, she stressed that Argentina should offer more than a cheap wine and Malbec to reach consumers successfully.
In relation to what Argentina offers American wine consumers unlike other countries, Canterbury spotlighted its value for money. “Argentine Malbec has taken the US by storm… We are Argentina’s largest export market. We like Malbec so much that it is now almost mandatory for every wine list to include at least one. Argentina does a terrific job of delivering plump and juicy Malbec at excellent prices.” While this is a great benefit to the consumer, it may be a disservice to the producer. It is hard to convince the average consumer to trade up.