The Revolution of Malbec
One of the most fascinating books I’ve read recently is The Tipping Point by Malcolm Gladwell. It explains how something that’s off the radar can suddenly explode into the mainstream. This is what we call the adoption curve for a new product: it starts flat, then skyrockets exponentially. A mix of circumstances and key players, knowingly or unknowingly, come together to make it happen.
The Wine Market in Germany
Last year, I conducted a market study to understand the potential for Argentine wines in Germany. The German wine market is stagnant, even declining slightly, as younger generations drink less alcohol and are less inclined to choose wine. However, there’s a shift toward local wines, which are gradually replacing varieties from other EU countries and what they call the “new world.” Argentina’s share? Minimal. Out of an average per capita consumption of 21 bottles a year, Argentine wine accounts for just a third of a glass.
The Challenges
Argentina woke up late to the game. While our wines today are as good as, or even better than, comparable Chilean or local German wines, we lack brand recognition—that stamp that makes us stand out on supermarket shelves. German consumers prefer softer, fruitier wines with lighter colors and tend to drink reds more in winter.
Changing the Game
That’s why we’re here: to create demand and help consumers discover the spectacular quality of our wines. We’ve already taken the first step by starting this journey. Now, we want you to join the revolution. Be an early adopter, share the news with your friends, and enjoy the unique experiences we have in store.
How to Enjoy a Great Wine
How do you enjoy a great wine? Start by buying it, learning about its production, and letting its story captivate you. Then, simply open the bottle and let it surprise you—because every palate is different, and the same wine can offer completely unique experiences. There’s no right or wrong, just the joy of discovery. One thing I’m certain of: you’ll be amazed by the wines we send to your door.
The Discovery Combo in Action
Our Discovery Combo is designed to bridge the familiar and the new. We’ve selected three wines that align with German tastes while showcasing the brilliance of Argentine Malbec. The Séptima Malbec Rosé, with its lighter color and softer flavors, is a perfect fit for Germany’s preference for fruitier wines. It’s an ideal way to spark curiosity and introduce you to something extraordinary.
No more waiting—try the Discovery Combo with these 3 wines shown below. They cost just EUR 38.99 for all three, with free shipping.
Discovery Combo
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I Want to Subscribe
If you’re excited to explore new flavors, subscribe for 3 months and try 9 wines for EUR 36.99 per month or a single payment of EUR 99.99 (€11.11 per bottle). It’s the perfect way to discover new wines without breaking the bank, tailored for those eager to join the Malbec revolution.
I Want to Subscribe for 3 Months
Until next week,
Federico Augspach