Nearly 40% of Argentine Wine Exports Now Go to U.S. and Brazil Amid Global Rebranding Push

Wines of Argentina, the organization responsible for promoting Argentine wine internationally, has introduced a new global communication strategy aimed at increasing the visibility and appeal of its wines in key markets. The initiative, called "The Wine for Now," was announced this week and is designed to reflect the evolving preferences of wine consumers around the world, with a particular focus on the United States and Brazil.

The new messaging seeks to position Argentine wine as both timeless and contemporary, suitable for any occasion—whether casual or special. According to Magdalena Pesce, CEO of Wines of Argentina, the campaign is about inviting consumers to connect with Argentine wines in a more personal way. "Argentine wine is made for today's consumers—versatile, approachable, and authentic," Pesce said. She emphasized that the strategy aims to deepen relationships with consumers in the U.S. and Brazil, which are currently Argentina’s most important export destinations.

The communication plan is built on three main pillars: identity, closeness, and personalization. The identity pillar highlights the unique characteristics of Argentina’s diverse wine regions and the people behind them. Closeness focuses on making Argentine wine accessible and fostering a sense of connection between producers and drinkers. Personalization aims to create tailored experiences for different audiences around the world.

Recent data from Área del Vino, a publication associated with Wines of Argentina, shows that the United States remains the top market for Argentine wine in terms of both value and volume. There has been notable growth in dollar terms, indicating that higher-quality and premium wines from Argentina are gaining traction among American consumers. Brazil is now the second-largest market for Argentine wine exports by value and volume. The value of exports to Brazil continues to rise, suggesting that Brazilian consumers are increasingly interested in premium Argentine wines.

In July 2025, the U.S. accounted for 21.7% of Argentina’s total wine export volume, while Brazil represented 17.5%. Together, these two countries made up nearly 40% of all Argentine wine exports by volume during that period. This underscores their importance in Argentina’s global wine strategy.

Wines of Argentina plans to implement its new strategy through a series of campaigns, events, and partnerships over the coming months. The initial focus will be on strengthening its presence in the U.S. and Brazil before expanding efforts to Europe, Asia, and other regions.

Since its founding in 1993, Wines of Argentina has worked to promote the country’s wines abroad by highlighting its regions, wineries, and winemakers. The organization also conducts market research to guide export strategies in major markets such as North America, Europe, Asia, and Latin America.

With "The Wine for Now," Wines of Argentina aims to reinforce its role as an ambassador for Argentine wine while adapting to changing consumer trends worldwide. The campaign will emphasize innovation, sustainability, and cultural expression as it seeks to build stronger connections between Argentine producers and international consumers.