Pernod Ricard expands Argentinian wine range into convenience channel

By Éilis Cronin in Alcohol 27th May 2021

Pernod Ricard is launching its Argentinian wine brand, Rutas de Cafayate, into the convenience sector with a Malbec variant.

The Rutas de Cafayate Malbec is available now from major wholesalers and retails at £8.50.

The launch is set to capitalise on the popularity of Argentinian wine as the “fastest growing country of origin”, which Pernod said is up by 46% in value in the impulse channel.

It said Malbec is growing 45% in value in the impulse channel.

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