Pernod Ricard UK introduces a Malbec for men

Pernod Ricard UK aims to capitalise on the popularity of Argentinian wines with the addition of a 140-year-old Argentinian wine brand – Graffigna Centenario Malbec.

Growing at 13% in volume and 14% in value, the Argentinian wine category is demonstrating strong growth in the UK as more consumers are drawn to these distinctive and high quality wines.

Targeted at 30-40 year old men, Graffigna is known for its bold style. Sourced from multi-altitude vineyards across the San Juan region, including Tullum Valley and Pedernal Valley, the grapes produce sophisticated wines reflecting the different terroirs. Centenario Malbec is barrel aged in a combination of French Oak (85%) and American Oak (15%) for 12 months (85%).

Graffigna Centenario Malbec is a 100% Malbec blend. It is deep red in colour with purple hues and has complex dark berry aromas which are highlighted with delicate black pepper and toasted notes.

“Argentinean wines are growing in popularity and Graffigna Centenario Malbec is perfectly positioned to offer new and existing Malbec lovers a quality expression of the country’s most iconic varietal,” explains Lucy Bearman, head of marketing at Pernod Ricard UK.

“Retailers in the off trade should embrace the Argentinian category and ensure they include a branded offering such as Graffigna Centenario Malbec to capitalise on the consumer demand that we are confident will continue well into 2014 and beyond.”

Pernod Ricard UK is investing behind the brand to drive awareness among its core male consumers with sampling and a targeted PR campaign set to launch this autumn.

Graffigna Centenario Malbec is available now to the off trade with an RRP of £9.99.

21 August 2013 - Felicity Murray