The Argentine Wine Institute has announced a new business plan and export strategy, as well as the promotion of Magdalena Pesce to the position of General Manager of the Institute.
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Magdalena Pesce will officially take over the position of General Manager of the Argentine Wine Institute in January 2021.
Pesce, who is currently marketing communications manager for Wines of Argentina, will begin her new role on January 1, 2021, it was announced during a video conference this week.
She will succeed Mario Giordano, who has been with the association since its inception in 1993. He will continue to work closely with the team as a senior advisor and will work alongside Pesce during the transition.
The Business Plan of the Argentine Wine Association aims to strengthen the global positioning of the Argentine wine industry through digital marketing and the creation of business opportunities for its members.
The focus of this two-year plan is to build the digital market for Argentine wines with greater intensity. The association also intends to increase the distribution and sales network of Argentine wines, with a focus on quality, diversity and favorable quality-to-price ratios.
Wines of Argentina will use various digital platforms to share content, network, host events and provide educational resources, with a particular focus on e-commerce and marketing platforms.
The association has also partnered with the Napa Valley Wine Institute to offer an online wine education course in Argentina.
Argentine wines will continue to focus their attention on the Chinese and American markets, while continuing to look at other markets with great potential in Asia, such as Japan and Korea. The UK, Canada, Mexico and Brazil markets will also be targeted for the future.
