Argentinian wine brand Argento is looking to swell its share of the UK market with a raft of extensions to its range.
It is hoping to capitalise on consumers’ growing interest in Pinot Grigio by adding the varietal to its entry level offering. UK distributor Bibendum claimed it would be the first branded Pinot Grigio created outside Italy.
Other additions to the range include a Merlot and Shiraz from the 2003 vintage. All three will carry rsps of £4.99.
The brand’s reserve range is also being extended with a Malbec and Cabernet Sauvignon, priced at £6.99, joining the Chardonnay, which is already available in Sainsbury.
The newcomers follow on from Argento’s attempts to increase its presence in the Argentinian branded wine market through last year’s press advertising campaign which used the tagline ‘Argento. The Real Argentina’ to attract consumers. Bibendum said the brand accounted for a quarter of all branded wine sold from the country.
It is hoping to capitalise on consumers’ growing interest in Pinot Grigio by adding the varietal to its entry level offering. UK distributor Bibendum claimed it would be the first branded Pinot Grigio created outside Italy.
Other additions to the range include a Merlot and Shiraz from the 2003 vintage. All three will carry rsps of £4.99.
The brand’s reserve range is also being extended with a Malbec and Cabernet Sauvignon, priced at £6.99, joining the Chardonnay, which is already available in Sainsbury.
The newcomers follow on from Argento’s attempts to increase its presence in the Argentinian branded wine market through last year’s press advertising campaign which used the tagline ‘Argento. The Real Argentina’ to attract consumers. Bibendum said the brand accounted for a quarter of all branded wine sold from the country.
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