Master of Wine and wine director of Hatch Mansfield This is a brave venture into what has to be the most competitive sector of the whole wine market. For a red Argentian wine to succeed at £4.99 in today's retail market, it must do two things: over deliver on taste and have a large marketing budget behind it. This wine does not deliver on either count. It is clean and fruity but falls into a sea of mediocrity and Britain's retail shelves are not long enough to accommodate everything in this style. I doubt that there is any major buyer willing to risk putting this on the shelf at the expense of a proven brand. Rating out of 25 ­ 11 Gary McCall Managing director of Poulter Partners The brand owners have done a great job in bringing this Argentinian red to life in terms of the packaging and the concept. I'm not sure if grapes grown at high altitude are better than those at sea level but it sounds plausible and communicates a point of difference reinforced through the brand name. High Altitude will encourage trial among a broad range of consumers and demonstrates how a brand owner can create maximum product with clear and distinctive pack communication, while remaining focused on a core product differential. Rating out of 25 ­ 20 Carol Du Cann Senior buyer (beers, wines and spirits) at Alldays A tall dark bottle that contrasts well with the distinctive label. The fact that it is an unusual blend of grapes makes it a different and intriguing offer. Suitably dark and brooding in the glass, its appearance and nose ­ plummy fruits ­ hark back to the Malbec's origins in Cahors. It is tannic and good with rich foods, rather than a drink itself. This quality could be off-putting to someone used to drinking softer New World wines. Overall, though at £4.99 this wine represents value for money and could provide interest to a range. Rating out of 25 ­ 16 Total score out of 100 ­ 67 {{DRINKS }}

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