MWD is an initiative run by Wines of Argentina, used to promote the varietal’s existence on the international wine stage and pay homage to malbec’s popularity.
MWD engages with retailers and restaurateurs through a number of activations, including tastings, marketing campaigns, interventions, special activities held by wineries and press conferences to name a few, to celebrate and strengthen Malbec as Argentina’s iconic and most popular varietal around the world. Specifically for Australia, the day is of particular importance, currently the highest growing market for malbec in the Asia-Pacific region.
The first MWD was held on April 17, 2011 – the date when the first plantings of malbec were authorised in Mendoza - Argentina’s principal region, and has since continued to grow in popularity around the world. This year there will be 70 events held in 64 cities, across 50 countries.
A purple grape, native to the Cahors region in France, malbec was introduced to Argentina as part of an effort to enhance the nation’s wine industry. It was here, against the backdrop of the magnificent Andes, that malbec took root in 1853.
Over the coming decades while plague and frost wiped out malbec vines in France, the malbec flourished in its new homeland of Argentina. After acclimatising to its new conditions, malbec delivered unprecedented levels of quality and produced exceptionally unique wines – leading to its status as the nation’s main strain at the beginning of the twentieth century.
In 2000, malbec wine began exporting internationally after a century and a half of experimentation, production, and refinement within Argentina’s domestic market and in 2009 Argentina had over 28,500 hectares of malbec vineyards.
In 2014, Australia’s malbec import increased by almost 30 per cent comparative to 2013 – close to double that of any European nation – making it the highest ranking country in the Asia-Pacific region for malbec imports.
Partnering with the Embassy of Argentina, events in Australia are being held by Wines of Argentina today in Melbourne and on April 29 in Sydney.
In Melbourne, the event is being held at Ormond Hall, where there’s live tango shows, over 80 different types of malbec to taste, as well as a number of food offerings from local Argentinean/South American restaurants.
Next week in Sydney at Zeta Bar, guests can expect an Argentine canapé degustation matched with six top wines and live tango performances. To book tickets, visit www.eventbrite.com.au/e/malbec-world-day-australia-tickets-15993172008
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