27th February, 2013 by Gabriel Stone
Wines of Argentina is looking to broaden perceptions about the country’s wine and culture, while attracting a younger audience with the launch of a new consumer event format this Spring.
“Cambalache – One Night In Argentina” aims to recreate the music, art, literature and gastronomy of modern Argentina inside an east London warehouse
Taking place on 18 April at MC Motors in Dalston, the “cambalache”, which means bazaar, will give guests the chance to taste 150 wines from 28 producers alongside a host of other Argentine attractions.
These include wine and music matching, 40’s style cocktails from London bar Galante, street food from Borough market stallholders Porteña, tango displays, gauchos, graffiti artists at work and even lessons in Argentine slang.
Describing the concept as having taken three years to bring to fruition, Wines of Argentina’s UK director Andrew Maidment explained: “The overriding feeling I had – and still have – is that most wine events don’t specifically attract a younger audience.
“The offer tends to be quite formal so people are a little scared off and they don’t really talk about the wine and its country in a sense people understand and would experience if they went there. This is about showing Argentina past, present and future.”
Highlighting the “trendy” image of Dalston, Maidment continued: “traditional venues just wouldn’t have worked” as he confirmed an intention to incorporate these ideas into wider UK activities. “We definitely plan to use this concept in consumer-related events in the future,” he remarked.
With the reaction from Argentine producers to this initiative proving “really, really positive,” Maidment concluded: “Everyone agrees we need to break out of the mould to attract a new audience.”
Tickets for the event are £35, which includes all food and drink. To buy these or for more information, click here.