The future of Argentine Malbec

Ricardo Rebelo, chief executive, Finca Flichman

Ricardo-RebeloIt’s time for Argentina to start promoting and explaining its different terroirs and how they lead to different styles of Malbec.

An ideal way to do this is through single vineyard wines and flagging up the importance of altitude on quality. We also need to approach consumers in a more friendly way and let them know more about Argentina and the country’s appetite for life.

One thing’s for sure – if Malbec is treated as a commodity its future will be precarious.

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