Maidment, who has joined Wines of Argentina from Google, plans to visit the UK every three months after James Forbes steps down as UK director at the end of his three-year contract.
The generic body has enlisted the help of a British PR agency, and it will also work with event management company Hunt & Coady, Maidment told OLN.
Plans for the amount of time Maidment spends in the UK could change if Wines of Argentina feels he needs to have closer relationships with the UK trade, he said.
“We’ll play it by ear. James has built up a great base and has done a fantastic job with the trade and press to promote so much interest in Argentina. We need to build confidence and state that we are not deserting the market and the budget is staying the same."
Maidment will be responsible for developing marketing and promotional strategies that will focus more on the consumer and food and wine matching, he revealed.
Online activity will also play a larger part in Wines of Argentina’s approach to promoting its wine in the UK. “Using digital media to facilitate communications can be a very good cost-effective way of doing things,” Maidment said.