Argentina's sparkling wine are regarded as "UFO's" overseas, according to winemaker

An Argentinian sparkling winemaker has likened his country’s sparkling wines in export markets to UFO’s, describing how difficult it is for grape varieties other than the all-conquering Malbec to make an impression.  

Andres Heiremans of Bodega Cruzat told Drinks Business that 80% of his wines are currently sold in the domestic market, with the remaining 20% shipped to 16 different markets, though wants to increase exports as part of a long-term strategy. 

“A group of producers, together with Wines of Argentina, are working together to try and decide on a name for the Argentine sparkling category. It will be difficult to reach an agreement, but we feel it’s something we must have,” he said.   “When I go abroad, they look our wines like they’re UFOs. They say to me ‘where do I put this’? What category or shelf should I put it on?”  

Heiremans is not the only Argentinean sparkling wine producer to feel this way. His feelings were echoed by export manager of Bianchi, Roberto Meli, who claimed that the stranglehold of Prosecco in Europe made it tough to break into the market.  

“Every time we discuss our wines with importers we think we’ll get more orders, but it hasn’t happened yet,” he said. “Prosecco is cheaper than our wines and it’s hard to compete. It’s also difficult also to get away from the fact that Malbec constitutes the majority of exports of Argentine wine.  

“I feel like we’re in the middle of nowhere in terms of pricing in international markets. We’re higher than Prosecco, but lower than Champagne. The key is going to be presenting our wines directly to people and getting them to try them. It’s going to take a long time for someone to be able to easily grab a bottle of Argentine sparkling in a wine shop in the UK.”  

Brand ambassador for Pascual Toso, another sparkling wine producer said it was important to think long term. “To build a classic wine will take decades,” he said. He also cautioned against getting into the volume game. ”Once you’re in its hard to get out. You need to know when to walk away from that big deal.”