Here’s a couple of things you probably didn’t know about Argentine wine: 27 percent of wine exported by Argentine goes to the United States, representing an impressive 32 percent of all sales. So it’s only fitting that Wines of Argentina (WofA), the organization tasked with promoting this elixir of the gods abroad, would be interested in generating as much buzz as possible in that market, focusing on a special, non-traditional strategy for conquering the audience.
Cue A Blind Tasting Story, the first web series ever centered around wine consumption, which premiered a couple of days ago and will conclude its ten episode run on Valentine’s Day.
So what exactly is it about? The fictional series tells the story of Justin, a successful artisanal beer producer from the US, and Pilar, an Argentine sommelier. They meet because of a misunderstanding (a case of mistaken identity, naturally) and end up taking a trip together through the various wine producing regions of Argentina.
The series was shot on location throughout Argentina and features several famous local enólogos, such as Sebastián Zuccardi and Valeria Antolín.
According to Magdalena Pesce, Marketing and Communications Manager for Wines of Argentina, A Blind Tasting Story has a very specific target in mind: “We focus on young women, between 25 and 45 years of age, with high purchasing power, from five major cities: New York, Los Angeles, Chicago, Miami, and Dallas, which are the cities where the most wine is consumed.
“It’s a story designed to do away with certain prejudices without losing sight of our overarching objective: to get consumers interested in and engaging with Argentina and our wines,” she concluded.
The series was shot by Frontera Films and Cactus Cine. Check out the first episode, titled The Perfect Confusion, by clicking here.
What was the first bottle of #VinoArgentino that you fell in love with "at first sight"? ?
— Wines of Argentina (@winesofarg) January 25, 2019