For the eighth consecutive year, Wines of Argentina, the institution responsible for the global promotion of the “Vino Argentino” brand, is organizing the launch of a new edition of Malbec World Day, to be held in April. As with every year, the principle cities of the world are preparing to entertain the flagship strain of Argentina with a display of educational, artistic and gastro- nomic activities that will celebrate Argentine Malbec.

In a country where the winemaking tradition is as deeply rooted in the culture as tango, football or asado, Malbec has won its place as an ambassador, becoming the flagship grape of Argentina par excellence. A classic varietal, known the world over, it is constantly being reinvented by a restless generation of agronomists and winemakers willing to take Malbec beyond the limits of the imagination. Under the slogan “Malbec Argentino: You know me and you don’t”  this edition will put the accent on the richness and diversity of a variety whose potential is yet  to be discovered.

Malbec World Day is a global initiative that seeks to position Argentine Malbec in the world and celebrate the success of our wine industry. Since its first edition, on April 17, 2011, this celebration has achieved remarkable success thanks to the support of the Ministry of Foreign Affairs and the Argentine Wine Corporation, and is within the Plan Estratégico Vitivinícola Argentina 2020.

The global celebrations provide a comprehensive agenda that includes conceptual activities for consumers, wine fairs for press and trade, seminars by prestigious industry leaders, tastings and promotions in wine bars and restaurants.