Argentina Reloaded Brings More Than 100 Wineries to Buenos Aires

Argentina Reloaded, a platform created to raise the profile of Argentine wine in major food and wine capitals, will hold its Buenos Aires edition from July 31 through Aug. 11 with a program that brings together more than 100 wineries, trade tastings, public events and a pairing dinner led by the sommelier Paz Levinson.

The project was launched in 2022 by Ms. Levinson in partnership with Studio Courtois. Since then, organizers say it has staged 18 editions in cities including Paris, Tokyo, Copenhagen, Montreal and São Paulo. Its 2026 calendar includes stops in Lima, Buenos Aires, London and New York, as the group continues to connect Argentine producers with importers, sommeliers, buyers, journalists, restaurateurs and consumers in international markets.

The Buenos Aires program reflects a broader shift in how wine regions promote themselves abroad. For years, large trade fairs were the main route for wineries seeking export visibility. Argentina Reloaded is built around a different model, one that places wine inside restaurants, guided tastings and hospitality settings where producers can speak directly with the people who sell, recommend and write about their bottles.

In Buenos Aires, the events will be spread across Mirador Central at Palacio Libertad, Crizia and Casa Cavia. Organizers say the goal is to create several kinds of encounters rather than a single showcase: one aimed at bank clients and invited guests, another open to professionals and consumers, a fine-dining dinner focused on pairing, and a final day that combines trade-only tasting with a public walk-around event.

The first event is scheduled for Friday evening at Mirador Central under the name Argentina Reloaded Opening Experience by ICBC. It is reserved for invited clients of the bank. Ms. Levinson will lead a tasting structured in four stages, each centered on different expressions of the same grape variety from separate Argentine wine regions. The format is designed to show how origin, landscape and winemaking choices shape distinct styles. Each flight will be paired with a dish prepared for the event.

The largest public-facing gathering will take place on Monday, Aug. 10, also at Mirador Central, from 11 a.m. to 6 p.m. Organizers expect more than 300 attendees, including sommeliers, buyers, specialized journalists, hospitality professionals and wine enthusiasts. More than 100 Argentine wineries and other beverage producers are expected to pour over 150 labels of wine, spirits and other drinks.

Tickets for that tasting are priced at 65,000 Argentine pesos for general access and 90,000 Argentine pesos for admission that also includes a food board with empanadas, cheeses and cured meats, with a vegetarian option available. The standard ticket also includes a Volf glass to take home.

On Saturday, Aug. 8, Crizia restaurant in Palermo Hollywood will host the Argentina Reloaded Pairing Dinner. Crizia holds one Michelin star and has become one of Buenos Aires’s best-known dining rooms. According to organizers, the dinner will bring together Ms. Levinson, the restaurant team and participating producers to explore how Argentine wines perform in a high-end gastronomic setting and to encourage direct exchange between winemakers and diners.

The closing day on Tuesday, Aug. 11, will unfold at Casa Cavia in Palermo Chico in two parts. From 10 a.m. to 1 p.m., the venue will host a professional master class and closing tasting reserved for industry participants. That session will begin with a blind tasting for winemakers built around what organizers describe as a “wine of the future,” a label not yet released to market. The morning program will end with 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 say the selection will include unreleased wines, microvinifications and projects intended to preview new directions in Argentine wine. Admission is set at 50,000 Argentine pesos and covers tasting only; food is not included. Guests who want to eat during the event will be able to order from the restaurant’s menu by Chef Félix Babini.

The platform’s founders present Argentina Reloaded as both a promotional tool and a response to changes in consumer behavior. Wine buyers increasingly discover bottles through restaurant lists, sommelier recommendations and curated experiences rather than through traditional trade channels alone. In that environment, events that combine education, hospitality and direct producer contact can carry more weight than standard exhibition booths.

That approach also reflects the current position of Argentine wine abroad. Malbec remains its best-known ambassador, but producers have spent years trying to broaden international understanding of the country’s range of terroirs, elevations and styles. Tastings organized by grape variety across regions, as planned for the opening event in Buenos Aires, fit that effort by emphasizing difference within Argentina rather than presenting the category as a single identity.

Ms. Levinson has become one of the most visible figures behind that message. Based in France for more than a decade, she has worked as an educator, communicator and judge in international wine circles. She was named Best Sommelier of Argentina in 2010 and again in 2014 by the Argentine Sommelier Association, and Best Sommelier of the Americas in 2015 by ASI and APAS. She also served as a semifinalist in the Best Sommelier of the World competition in 2013 and 2016. She is currently regional chair for Argentina, Brazil and Uruguay at the Decanter World Wine Awards.

Studio Courtois, her partner on the project, operates between Buenos Aires and Paris under the direction of Picky Courtois and focuses on strategy in gastronomy, wine and hospitality. Its work includes projects tied to chefs, wineries, hotels and cultural initiatives aimed at international positioning.

For Buenos Aires restaurants and wine professionals, the local edition offers both visibility and access at a time when Argentina’s domestic market remains under pressure from inflation while export ambitions remain central for many wineries. By bringing producers into direct contact with gatekeepers from hospitality and media alongside paying consumers, Argentina Reloaded is trying to turn promotion into conversation and conversation into market presence.