The previous Ambassador of Argentina in Delhi used to invite me frequently for a glass of Torrontes or Malbec. I never could accept his offer but I always suggested to him to organise some wine events to create buzz about the Argentine wines. I even volunteered my help and support. He always remarked, ‘ the producers in Mendoza feel the market in India is too small to bother about'. Perhaps they are right.
But could the 64 Italian producers who came to India in the first Vinitaly India Wine Show organised by Veronafiere in Mumbai and Delhi this year be betting on the wrong horse? Could the proposed participation of the powerful UbiFrance and the Spanish FIAB in IFE – India -2006 Food and Wine Show be considered over optimistic? Only time will tell if Argentina has missed the bus. Recently there was a delegation from Argentina to organise B2B meetings. While it may take some time to see the results of such efforts, India is already importing Terrazas (Moet Hennessey), Lurton (Sonarys), Trivento (Global), Familia Zuccardi (Rhine) and Catena Zapata (Ace Beveragez)), internationally acclaimed labels. More will follow soon but the initiative has been to treat it as a niche product rather than a good value for money product, like Australian and Chileans.
Chile, is watching the situation closely. Prices of Argentine wines are much more competitive and conducive for growth in the Indian market with the back breaking heavy taxation. Taking a cue from what Argentina has to offer, many Chilean companied like Concha Y Toro (Trivento) have already entered Argentina through equity participation.
Everyday, we get offers from Argentina of wines costing even less than a dollar. I am sure better quality wines are also available at competitive prices. Previously a sleepy giant, Argentina is at last stirring into action. Therefore, my advice to the young lady was, ‘. Let us hope that it unbuttons its cuffs fast. There is plenty of room for your good value-for-money wines. You need to have perseverance and patience but most of all you need action.' So please…
Don't cry for Argentina !
Subhash Arora
