Wines of Argentina
Wines of Argentina
(Image credit: Wines of Argentina)

Wines of Argentina is commissioning a study to find out what UK consumers really think about the white grape variety, Torrontes.

Argentina’s signature red varietal, Malbec, continues to dominate wine sales, with Torrontes accounting for just 3% of exports in 2010.

Andrew Maidment, UK director of Wines of Argentina told Decanter.com the aromatic varietal had had limited success thus far because of its distinctive nature. ‘Torrontes has not gained as much ground in the UK as it could have done, as some key gatekeepers love it while others hate it.

‘We want to know what percentage of people love it and what percentage hate it. If more people love it than hate it, then it has got a future,’ he said

The consumer-focused research will include tastings of single varietal Torrontes as well as Torrontes blends, and different quality levels.The country’s three clones – Riojano, Mendocino and Sanjuanino – will be represented, as well as wines from different wine regions.

‘We want to know what sort of style people like. It is important that we understand this so we can better sell Torrontes.’

The results of the research will be announced at the Wines of Argentina annual UK trade tasting on September 14.

  • Decanter will hold the third annual Tastes of Argentina event on Saturday 10 September at The Great Hall, Vinopolis. For more details and to book tickets, visit the Tastes of Argentina website.

Written by Rebecca Gibb

Rebecca Gibb MW
Rebecca Gibb MW
Decanter Magazine & DWWA Judge

Rebecca Gibb MW is a wine journalist and editor who has also founded Bamboozled games, ‘the world’s first wine and spirit puzzle makers’. Having spent six years living in New Zealand, she has recently returned to her native north-east England. While in New Zealand, she became a Master of Wine, graduating top of her class and winning the Madame Bollinger medal for excellence in tasting. A former winner of both the UK’s young wine writer of the year and the Louis Roederer Emerging Wine Writer, her first book The Wines of New Zealand was published in 2018. She also runs wine events and has her own consultancy business The Drinks Project. She was a judge at the 2019 Decanter World Wine Awards (DWWA).