Wines of Argentina unveils global campaign as exports surge in US and Brazil

Argentina’s national wine export body has launched a new global communication strategy under the banner The Wine for Now, aimed at strengthening its footprint in key export destinations. The US and Brazil currently account for 39.2% of Argentina’s wine exports, with 21.7% and 17.5% of total volume, respectively.

Announced on 20 October 2025 in New York, the campaign marks a significant repositioning for the organisation responsible for promoting the country’s wine worldwide. The new strategy aims to connect with consumers on a personal level while showcasing the breadth of Argentina’s regions and terroirs.

“Argentine wine is made for today’s consumers: versatile, approachable and authentic,” said Magdalena Pesce, chief executive officer of Wines of Argentina. “With this strategy, we are inviting the world to experience our wines in a more personal and meaningful way, with a special emphasis on strengthening our presence in two key markets: the United States and Brazil.”

United States and Brazil at the centre of export strategy

The United States remains Argentina’s leading market by value and volume, with premium wines continuing to gain traction, according to Área del Vino. Brazil holds second place as an export destination and is showing growing demand for higher-end wines.

Together, the two markets represented 39.2% of Argentina’s total wine export volume in July 2025 (21.7% for the United States and 17.5% for Brazil).

Over the coming months, Wines of Argentina will launch initiatives, campaigns and partnerships to bring The Wine for Now to life, beginning in the US and Brazil before expanding to Europe and Asia.

Quality vintage reinforces market push

The communication strategy follows what many winemakers describe as a complex but promising 2025 vintage. As reported by the drinks business on 15 April 2025, the harvest was split into two distinct phases, with an early start due to January heatwaves, followed by cooler weather and rain later in the season.

Winemakers such as Sebastián Zuccardi have spoken of how terroir-driven parcel selection proved essential to maintaining quality. “We know that the soil-based parcel selection work we do in the vineyards is key, as it allows us to move quickly where needed and wait in areas that ripen more slowly,” Zuccardi said.

Early-harvested reds are described as fruit-driven with vibrant acidity, while later picks are showing lower alcohol and a more restrained profile. In the north, consultant winemaker Paco Puga reported “balanced alcohols, lovely freshness and good concentration.”

Southern Argentina is also expected to deliver high-quality wines, with Sofia Elena of Contra Corriente reporting a promising yield and excellent ripeness.