For the eighth consecutive year, Wines of Argentina, the institution responsible for the global promotion of the “Vino Argentino" brand, is organising the launch of a new edition of Malbec World Day, to be held in April. As with every year, the principle cities of the world are preparing to entertain the flagship strain of Argentina with a display of educational, artistic and gastronomic activities that will celebrate Argentine Malbec.

In a country where the winemaking tradition is as deeply rooted in the culture as tango, football or asado, Malbec has won its place as an ambassador, becoming the flagship grape of Argentina par excellence. A classic varietal, known the world over, it is constantly being reinvented by a restless generation of agronomists and winemakers willing to take Malbec beyond the limits of the imagination. Under the slogan "Malbec Argentino: You know me and you don’t" this edition will put the accent on the richness and diversity of a variety whose potential is yet to be discovered.

Malbec World Day is a global initiative that seeks to position Argentine Malbec in the world and celebrate the success of our wine industry. Since its first edition, on April 17, 2011, this celebration has achieved remarkable success thanks to the support of the Ministry of Foreign Affairs and the Argentine Wine Corporation, and is within the Plan Estratégico Vitivinícola Argentina 2020.

In the last decade Argentine viticulture has turned its gaze to terroir to understand its influence on wines, and in this ambitious challenge, Malbec has been the key: it became the tool for understanding each terroir and interpreting the differences. Malbec grew from 10 thousand hectares to 40 thousand in the 25 years from 1990 to 2015, reaching 57% of the total wine exported. This opened the door to the discovery of an inexhaustible range of Malbec profiles associated with terroir. A new generation has pushed the wine border westward, up into the mountains, and south and east, seeking the cold of the southern latitudes and the influence of the ocean.

While the line of a thousand metres defines a style of Malbec with ripe fruit and spices, good body and voluminous tannins, the new frontier offers a profile of fresh and floral fruit, medium to full bodied with juicy tannins and an abundance of freshness. An unexplored universe for a world-recognised strain.

Throughout the years the celebrations of MWD have taken over the streets completely as an artistic and cultural expression. The world has vibrated to the rhythm of Malbec which, like its flavour, is indomitable, intense and vigorous. A varietal that has been compared to cinematography by involving art and industry in its creative process. A wine that is enjoyed again and again until it becomes a classic and the heart of Argentina. However, there is still much more Malbec to discover: “Malbec Argentino: You know me and you don’t".

The global celebrations provide a comprehensive agenda that includes conceptual activities for consumers, wine fairs for press and trade, seminars by prestigious industry leaders, tastings and promotions in wine bars and restaurants.