Argentinian wine is up 14% in volume and in value in the UK off-trade (Nielsen, year to May 25) and Pernod has moved to tap into the growing category.
The Graffigna brand is new to the UK but has been a household name in its homeland for more than 140 years.
Head of marketing Lucy Bearman said: “Retailers should embrace the Argentinian category and ensure they include a branded offering such as Graffigna Centenario Malbec to ensure they capitalise on the consumer demand that we are confident will continue well into 2014 and beyond.”
Graffigna Centenario Malbec is 100% Malbec, aged in French and American oak for 12 months. It is said to be “deep red in colour with purple hues and has complex dark berry aromas which are highlighted with delicate black pepper and toasted notes”.
It is aimed at 30 to 40-year-old men and has an rrp of £9.99.
The Graffigna Centenario Malbec joins Jacob’s Creek from Australia, Brancott Estate from New Zealand and Campo Viejo from Spain in Pernod’s premium wine portfolio.
The supplier will promote its new brand with a campaign to “drive awareness amongst its core male consumers with sampling and a targeted PR campaign set to launch this autumn”.