Pernod Ricard UK is extending the launch of its new Argentinian wine brand, Rutas de Cafayate, into the Impulse channel with an approachable and smooth Malbec. Set to capitalise on the popularity of Argentinian wine as the fastest growing Country of Origin[1], which is up by +45.6% in value sales in the Impulse channel[2], Malbec is also growing +44.6% in value[3].

Situated 1,750 metres above sea level in the Salta desert, the Cafayate winery is one of the highest wine regions in the world. Its characterful flavour reflects the vineyard’s unique location nestled amongst the mountain ranges of the Calchaquí Valley, where Rutas de Cafayate is produced under sustainable practices and the winery is accredited with Bodegas de Argentina’s sustainable Agriculture Certification.

Deep purple in colour with hints of plum and strawberry on the nose, its structure and silky tannins offer good concentration and balance on the palate. Perfect for dinner parties and sharing with friends, its lively, fragrant and versatile taste make it a great match for a wide array of dishes including cheese, grilled meat, charcuterie and roasted aubergines.

Lucy Bearman, Pernod Ricard UK Wine Portfolio Director, comments: “Our ambition is to lead premium wine in every Country of Origin we operate in, and we’re set to disrupt the Argentinian wine category with Rutas de Cafayate. The interaction between the climate, the soil, the geographical location, the height, the vines and the work of every person involved in Cafayate’s winemaking process gives it a unique expression and personality. We’re confident that the brand will recruit those already enjoying Malbecs and, with its stand-out contemporary pack design, new-to-category drinkers.”

Rutas de Cafayate Malbec is available now from major wholesalers, RRP £8.50.

[1] AC Nielsen | Total Off-Trade | Value Sales MAT to 27.03.21

[2] AC Nielsen | Total Impulse | Value Sales MAT to 27.03.21

[3] AC Nielsen | Total Impulse | Value Sales MAT to 27.03.21

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