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Market Watch: Argentina’s Winemakers Look To Premiumize The Category

December 28, 2020

For the past five years, Argentinian table wine exports to the U.S. have steadily declined, currently numbering about 5 million cases. Almost all of the country’s leading brands have suffered volume losses in recent years, with only a few bright spots bucking category trends. But there are reasons for optimism, thanks to the premiumization of the country’s most revered varietal, Malbec.

Even as Argentina’s exports to the U.S. have dropped lately, U.S. imports of Argentinian Malbec eked out gains last year, rising to 4.2 million cases—up from 3.98 million cases in the previous year. And producers are taking note, zeroing in on more upscale iterations of the varietal, and putting regional specificity at the forefront. Market Watch has a full report. —Julia Higgins

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