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May 30, 2022 View:

Diego Maradona wines become collector's items

There is a wine named after Diego Maradona. 17 years ago, Guillermo Arcani and his two partners, Fernando Cordoba and Ivan Mersich, started researching the world of wine. Little did they know at the time that they would meet and eventually collaborate with Diego Maradona. The initial idea was to make a wine with a sports connection, but they never imagined they would strike a deal with Maradona.

Image courtesy of: Argentina"s New World Weekly

The former president of Raicesde Agrelo Winery, Guillermo Arcani, said: "We knew that the strategy for developing new products could not be the same as what was already on the market, and thought about which brands we could produce in association with. And Maradona was certainly the best brand we could target. It is one of the most important and well-known international brands in the world.

As a result, the founding partners managed to sign up with Maradona and released about 30,000 bottles of four varietals (Malbec, Cabernet-Malbec, Cabernet-Malbec-Syrah and Cabernet Sauvignon) in two series, premium and regular. At current prices, each bottle costs between 200 pesos and 500 pesos (1 Argentine peso = 0.08 RMB).

Initially, it was popular in the local market in Argentina, where it was able to be sold in large supermarket chains, and then a new product launch was done in Naples, he explains. The wine was exported to Mexico, Panama and the United States, but sales were limited. It was also considered for export to Japan and the sales price was set at US$100 per bottle, but it required Maradona's autograph, which finally did not materialize due to legal issues.

The wine has Maradona's signature on the cork and Maradona's head on the label in addition to the cork. We use all the elements of the Argentine tradition to represent Diego, says Arcani.

The wine business lasted for about four years and the deal ended when the contract with Maradona meant a series of expenses. According to Arcane, there was no reason to work on this in terms of the number of wines sold. In addition, competition in the wine industry made it more difficult to continue producing the wine.

During this period they also reached agreements with Boca Juniors, River Plate and the Argentine national team. For each team, they released a specific wine, but none of the teams' wines had as big an impact as the Maradona one.

They also launched Diego Cola, but it is not as well known as Maradona wine. Diego Cola was developed for the local market.

Today at the Mercado Libre (Free Market), the maximum price per bottle of Maradona wine is 5,600 pesos, and the seller states on the characteristics of the item that it is a collectible item. A series of four bottles of wine costs 52,000 pesos.