The 2025 edition of CyberWine, Argentina’s leading digital wine sales event, closed with record-breaking results. Over six days in August, 44 wineries participated in the online fair, which is organized by Combinatoria with support from the Fondo Vitivinícola and COVIAR. The event generated more than 828 million Argentine pesos in total sales, marking a 44% increase compared to last year.
CyberWine has become a key date for the Argentine wine industry’s e-commerce calendar. The event combines online sales, educational content, and increased visibility for participating wineries. This year, each winery sold the equivalent of two or more months’ worth of average sales during the event period. For some, especially those less experienced in digital channels, the boost was even greater.
The average transaction value reached 130,000 pesos per sale. In total, 6,584 sales were recorded across all participants. The five top-selling wineries accounted for nearly half of all transactions, while even the least active participants saw significant activity compared to their usual online performance.
A notable feature this year was the introduction of “Oportunidades Bomba,” limited-time offers that drove 18% of total event sales. Fourteen wineries took part in these flash deals, and those who repeated their participation from previous years saw an average order growth of 86%. Another innovation was the use of discount coupons before and during the event. Pre-event coupons alone generated 9% of total sales for participating wineries and had a high redemption rate among subscribers.
The return on investment was positive for every winery involved. Thirty-six out of forty-four participants achieved a return greater than 7.5 times their initial investment; for twelve wineries, returns exceeded thirty times their spend. The most successful four saw returns over one hundred times their investment. Organizers attribute this to CyberWine’s ability to drive targeted traffic at a lower cost per click than traditional advertising.
Traffic to winery online stores remained strong throughout the event. More than 442,000 visits were recorded across all stores, with over 208,000 coming directly from the CyberWine portal during the event days. While overall traffic numbers were similar to last year’s edition, organizers noted that organic search traffic increased thanks to improved positioning of CyberWine.com.ar.
Conversion rates also stood out: the average conversion rate among participants was 1.62%, about 25% higher than industry benchmarks for online wine sales in Argentina. Six wineries achieved conversion rates above 3%, and another eight surpassed 2%.
Demographic data showed that women made up nearly 58% of visitors, and people aged over 45 represented almost three-quarters of the audience. Mobile devices dominated browsing behavior, accounting for nearly 87% of visits. Geographically, Buenos Aires city and province contributed more than half of all traffic, but there was steady growth from other regions such as Córdoba, Santa Fe, and Mendoza.
Malbec remained the most searched varietal among users applying filters on the site (31%), followed by Cabernet Franc and Pinot Noir. Among regional filters, Valle de Uco and Cafayate were most popular.
Media coverage played a significant role in amplifying CyberWine’s reach this year. The event was featured in more than eighty news articles across print, radio, and online outlets including Clarín, El Cronista Comercial, Diario Uno, Los Andes, and Vinetur. Social media campaigns generated over seventeen million views and brought in nearly four thousand new followers to CyberWine’s channels.
Feedback from participating wineries was overwhelmingly positive. The Net Promoter Score (NPS), which measures satisfaction and likelihood to recommend the event to others, reached an impressive 88%. Many wineries praised the organization’s support and communication throughout the process.
CyberWine’s success reflects both growing consumer interest in buying wine directly from producers and the industry’s increasing sophistication in digital marketing strategies. Organizers say they plan to build on this momentum for future editions by expanding promotional tools and continuing to support wineries as they develop their e-commerce capabilities.
The event was made possible through collaboration with major industry associations and sponsors such as Andreani and NaranjaX. As Argentine wineries continue adapting to changing market conditions and consumer habits, CyberWine stands out as a model for how digital events can drive growth in traditional sectors like wine production.
Dining and Cooking