Argentina Reloaded Brings More Than 100 Wineries to Buenos Aires

Argentina Reloaded, a platform created to connect Argentine wine with influential dining markets abroad, will hold its Buenos Aires edition from July 31 through Aug. 11 with four events designed to bring wineries into direct contact with sommeliers, buyers, importers, journalists and consumers.

The project was founded in 2022 by the Argentine sommelier Paz Levinson and developed with Studio Courtois, a strategy firm focused on gastronomy, wine and hospitality. Organizers said the initiative has already staged 18 editions in cities including Paris, Tokyo, Copenhagen, Montreal and São Paulo, and that its 2026 calendar also includes stops in Lima, London and New York.

The Buenos Aires program will gather more than 100 wineries, along with other Argentine beverage producers, across events at Mirador Central in Palacio Libertad, Crizia restaurant and Casa Cavia. The aim is to move beyond the traditional trade fair model and place producers in settings where wine is discovered and discussed through tastings, meals and professional exchanges.

That shift reflects a broader change in how wineries seek visibility in export markets. Instead of relying only on large international fairs, producers are increasingly turning to restaurants, wine bars and curated tastings to reach the people who influence what gets poured, written about and imported. Argentina Reloaded is built around that approach, giving wineries a chance to present their wines directly and explain regional identity, grape varieties and production choices in person.

The first Buenos Aires event will take place on Friday, July 31, at 7 p.m. at Mirador Central. Called Argentina Reloaded Opening Experience by ICBC, it is a private event for bank clients by invitation only. Levinson will lead a four-course tasting focused on different expressions of the same grape variety from several Argentine wine regions. Each flight will be paired with a dish designed to show how origin and winemaking decisions shape the final wine.

A second event is scheduled for Saturday, Aug. 8, at 7 p.m. at Crizia in Palermo Hollywood. The restaurant, which holds one Michelin star, will host the Argentina Reloaded Pairing Dinner. Organizers said the dinner will bring together Levinson, the restaurant team and participating producers for a meal centered on the relationship between Argentine wine and fine dining.

The largest public event will be the Argentina Reloaded Open Tasting on Monday, Aug. 10, from 11 a.m. to 6 p.m., also at Mirador Central. Organizers expect more than 300 attendees, including sommeliers, buyers, journalists, hospitality professionals and wine enthusiasts. The tasting will feature more than 150 labels of wine, spirits and other beverages from Argentina.

Tickets for that event are priced at 65,000 Argentine pesos for general tasting access, which includes unlimited tasting and a Volf glass to take home. A second option at 90,000 pesos adds a food board with empanadas, cheeses and cured meats, with a vegetarian option available.

The closing day on Tuesday, Aug. 11, will take place at Casa Cavia in Palermo Chico. From 10 a.m. to 1 p.m., the venue will host a professional-only master class and closing tasting. That session includes a blind tasting for participating winemakers of an unreleased wine described by organizers as a “wine of the future,” followed by lunch.

Later that day, from 2 p.m. to 5 p.m., Casa Cavia will open to the public for a walk-around tasting featuring more than 50 labels from 24 Argentine wineries. Organizers said the selection will include unreleased wines, microvinifications and small projects intended to preview new directions in Argentine winemaking. Admission is priced at 50,000 pesos and includes tasting but not food. Guests will be able to order from the kitchen menu prepared by Chef Félix Babini.

Levinson is one of Argentina’s best-known sommeliers and has built much of her career in France over the past decade. She was named Best Sommelier of Argentina in 2010 and 2014 by the Argentine Sommeliers Association and Best Sommelier of the Americas in 2015 by ASI and APAS. She is also regional chair for Argentina, Brazil and Uruguay at the Decanter World Wine Awards.

Studio Courtois, led by Picky Courtois between Buenos Aires and Paris, has worked on projects linking food, wine and hospitality with international positioning strategies. In addition to Argentina Reloaded, its work includes initiatives tied to female leadership in wine, Michelin-recognized Argentine chefs and cultural programming around restaurants and drinks.

For Argentine wineries facing intense competition abroad and changing consumer habits at home and overseas, the Buenos Aires edition is meant to serve both as a showcase and as a working meeting point. By combining trade access with public tastings and restaurant events, organizers are betting that personal contact remains one of the most effective ways to build recognition for Argentine wine in global markets.