As part of a trade mission to the United States organized by ProMendoza and with the cooperation of the Argentine Consulate in Texas and the Council of the Federal Federation, a Wine Master Class was held in Houston, Texas. Meeting with tasting and business flow between Mendoza Wineries and participating importers.
The business trip in the United States included Miami, New York and Texas and 13 Mendoza wineries participated: Dos Familias & Milo Wines, Finca Buenaventura-Áureo Wines, Tamascal Winery, Anaia Wines, Bodega Renacer, Family Salas Organic, Family Kretschmar Wines, Family Kretschmar Wines , Bodega Jorge Rubio and Cellas Argentinian Family Export Consortium, which brings together the remaining companies.
The United States in Mendoza has four large markets: Florida, East – New York, Massachusetts, New Jersey and Philadelphia – California and Texas. This is a large market in itself and with significant complexity in the regulations for the sale of alcoholic beverages.
The commercial mission that culminates this week has covered three of those four markets, in order to continue with the expansion plan that ProMendoza is proposing for the United States. It started in Florida -with a business center in Miami- to be visited, continued at Vinexpo in New York – a solid market developed by wineries in the area – and accumulated in Texas, specifying the first activities of the growth of wines in the region of the north.
The business round at the Texas Wine School – a wine organization dedicated to training all segments and interests, and gathered more than 15 importers and distributors from the region. There, Antolin Licona, general director of the Orbitradien Group, a wine importing company, provided a general idea of the Texas market and its potential, so that the Mendoza wineries could develop a business strategy.
“The first experience in that huge state was in the United States of America and we are very happy with the quality and quantity of the call in the Houston round,” said Javier Rojas, technical director of wines in the US.
On the other hand, José Colombi, the representative of Bodega Dos Familia, “thanked the organization and the decision to complete the work, which included an important mission from which we could obtain a lot of commercial information. In addition, we had 48 hours in Texas to meet with importers, potential dealers and dealers. It is impossible to organize this in an SME and it is too expensive for small companies”.
