NEW YORK, April 13, 2026 /PRNewswire/ — Wines of Argentina, declares the return of Malbec World Day, happening globally on April 17, 2026, marking the sixteenth version of this initiative devoted to Argentina’s flagship varietal.
First established in 2011, Malbec World Day has change into a key date on the worldwide wine calendar, positioning Argentine Malbec as a world reference level and reinforcing Argentina’s function as one of many world’s main wine producing nations.
A Global Toast to Argentina’s Signature Grape
Celebrated in key markets all over the world, together with the United States, Argentina’s main export vacation spot, Malbec World Day showcases the range, high quality, and evolution of Argentine Malbec.
Over the previous decade, the varietal has undergone a exceptional transformation. Today’s Malbecs are extra numerous than ever, reflecting a variety of terroirs, from the extreme-altitude vineyards of the North, the aridity of Cuyo to the southern areas of Patagonia and providing types that vary from contemporary and vibrant to complicated and structured.
“Your Malbec, Your Call” Celebrating Freedom and Connection
In 2026, the celebration is delivered to life by means of a brand new international marketing campaign, “Your Malbec, Your Call,“, which locations customers on the heart, reinforcing that there isn’t a single strategy to get pleasure from Malbec. Whether paired historically or unexpectedly, loved at a proper dinner or a spontaneous gathering, Malbec turns into a car for connection and shared experiences.
To additional interact customers, the marketing campaign will come to life by means of a playful digital and influencer activation impressed by on a regular basis decision-making. Partnering with life-style influencers throughout key US markets, the initiative invitations audiences to embrace spontaneity by letting Malbec information their selections.
Through a lighthearted “cork toss” idea, influencers will current relatable, real-life dilemmas and let likelihood determine the result, reinforcing the concept that having fun with Malbec is about freedom, instinct, and residing within the second. Consumers can be invited to participate within the expertise and let Malbec make the decision, wherever and nevertheless they select to have a good time.
“Malbec World Day is not only a celebration of our flagship grape, but also of the people and moments that bring it to life,” stated Magdalena Pesce, CEO of Wines of Argentina. “With ‘Your Malbec, Your Call,’ we are inviting consumers, especially in key markets like the United States, to engage with Argentine wine in a more personal, authentic, and spontaneous way.”
Malbec World Day can be celebrated throughout the US with consumer-facing occasions open to the general public, together with:
- MWD at Binny’s (Illinois): Consumer occasion on April 17
- MWD at Gary’s Wine & Marketplace (New Jersey): Three-week in-store program, with tastings on April 11 and April 24
In addition, a collection of commerce tastings and masterclasses will happen in key markets together with Los Angeles, New York, Miami, Washington, DC, and Atlanta.
Bringing “The Wine for Now” to Life
The 2026 marketing campaign is the primary Malbec World Day developed underneath Wines of Argentina’s international communication platform, “The Wine for Now,” which emphasizes id, closeness, and personalization.
Through this lens, Malbec is positioned as a wine for the current second, versatile, approachable, and aligned with evolving client preferences. As youthful generations more and more search authenticity and significant experiences, Malbec naturally adapts with a large spectrum of types and events for enjoyment.
Why April 17
Malbec World Day is widely known on April 17 to commemorate a pivotal second in Argentina’s wine historical past. On this date in 1853, a challenge was offered to determine an agricultural faculty in Mendoza, an initiative led by French agronomist Michel Aimé Pouget and promoted by Domingo Faustino Sarmiento, which launched Malbec to Argentina and laid the muse for the nation’s trendy wine business. This initiative has the help of the Ministerio de Relaciones Exteriores, Comercio Internacional y Culto de la Nación and the Corporación Vitivinícola Argentina (COVIAR), as it’s framed throughout the Plan Estratégico Vitivinícola Argentina 2030.
Join the Celebration
Malbec World Day 2026 can be celebrated worldwide by means of occasions, tastings, and digital activations. Consumers, commerce, and media are invited to affix the dialog and have a good time Argentine Malbec on their very own phrases.
For extra data, go to www.malbecworldday.com.
About Wines of Argentina
Since 1993, Wines of Argentina has been devoted to selling the model and nation picture of “Vino Argentino” worldwide. The group performs a key function in positioning Argentina among the many main wine-exporting nations by highlighting its distinctive areas, wineries, and other people. In addition, it guides Argentina’s export technique by means of the research and evaluation of key markets, together with the United States and Canada, the United Kingdom, Europe, Asia, and Latin America. Wines of Argentina collaborates to strengthen the worldwide presence of Argentine wine, constructing the “Vino Argentino” model and enhancing its notion amongst commerce professionals, opinion leaders, and customers alike.
For extra data, please contact:
Carla Castorina – Account Executive
[email protected]
Colangelo & Partners
www.colangelopr.com
SOURCE Wines of Argentina
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