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Wines of Argentina given a revamp
Published on 14/09/2010

Wines of Argentina (WOA) has given its branding a makeover to boost the appeal of its beverages.

The new campaign, A Story in the Making, focuses on the country's culture and uses iconic imagery of the South American nation, Harpers Wines and Sprits reports.

Andrew Maidment of WOA UK said the plan was to bring Argentinean wines - which often feature in luxury gift hampers - "to life for the general public".

"We need to work hard to differentiate ourselves from our competition as well as raise consumer awareness sufficiently so consumers actually seek us out in the first place," he added.

Mr Maidment explained the firm's aim is to use the branding as a base for a number of promotions and events planned for next summer.

He stated the establishment has liaised with retailers, importers, restaurants and consumers to devise the new consumer brand identity.

A recent survey by Chef and Brewer revealed many wine fans are not pronouncing the names of products in the correct manner.

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