Amounting to 30,000 hectares planted with Malbec, this grape variety showed a balanced growth in relation with demand. The moderate growth rates reported in exports and planting protect Argentine Malbec from “commoditization”. This is one of the conclusions drawn at the 2011 International Wine Forum by “The future of Malbec” panel, consisted of local winemakers Daniel Pi (Trapiche), José Galante (Salentein), Edgardo Del Pópolo (Doña Paula), Roberto de la Mota (Mendel Wines) and International advisors Paul Hobbs and Alberto Antonini.

An important advice given to keep in mind is that Malbec is a consumption driver not only in foreign markets but also in the domestic one. Daniel Pi highlighted: “we should to maintain its value for money, as the phenomenon of Malbec is not the only way to leverage Argentine wine sales, but also the value our wines offer. As regards domestic costs-dollar ratio, quality should not be reduced.”

One of the most repetitive topics developed during the Forum was the concern about the possibility that Argentine Malbec growth in the United States leads this variety to suffer the same fate as the Australian Shiraz. “Both situations are so different”, explained Edgardo del Pópolo, vineyards Manager at Doña Paula, who underlined that although Australia sales plunged in the United States, from 64 million to 47 million of cases, it has managed to keep relatively growth rates. Exports and planting protect Argentine Malbec from commoditization.”

In this opportunity, it was expressed the need to work harder on geographic denominations and on terroir differentiation. It will enable to shield Argentine Malbec from being categorized as a “commodity”, putting the grape market into order and differing Argentine Malbec from possible competitors, when new producers will appear in other countries.

In relation to the quality of Malbec, Roberto De la Mota highlighted, “we have heard that Malbec has no storage capacity. Its plasticity enables it to give birth to young wines but also storage exponents. An early-century French author said that Malbec was ideal to make wines that can stay in barrels for 30 years and another 50 years in bottle.”

Furthermore, Alberto Antonini emphasized the need of working on origin denominations. “We have promoted the concept of grape variety, managing to consolidate Argentina. It worked well; the massage was easily understood, along with a wine that consumers like a lot. All this is useful since people continue buying it and its sales remain solid. People wonder what will be the next step. Sometimes, it is necessary to change things while they are working well, otherwise it is too late. Now, it is time to sell more Argentina. It is not a fast process but more identity should be attained. Grape variety is a fragile concept. When it is promoted, it turns out to be a commodity.”

Moreover, Paul Hobbs highlighted that although there is Malbec planted in other places of the world, the Argentina’s grape varietal wine will be difficult to beat.

“Cahors is trying to attain a similar impact to the one obtained by the Argentine Malbec in this market. There are no great international competitors for the time being and if there is competition, Malbec may get stronger. In France, this varietal is very well developed, correcting the defects it has in Cahors.”

Fuente: http://www.winesur.com/news/the-future-of-malbec-2

by Gabriela Malizia | in News