Argentinians have the habit of buying luxury spirits and fine champagne mainly from duty free when they travel abroad, since prices are significantly more convenient and there is a greater variety of products. When they buy within the country, they do so in specialist stores such as Winery or Tonel Privado chains, where a large number of discounts and promotions were registered in categories such as luxury whiskies, and luxury brandy and cognac.
The consumption of fine wines continued to rise and a growing number of Argentinians are joining the trend in consuming products of very high quality. The sales of fine wine seem to find no limits given that that local consumers are increasingly sophisticated and eager to try new proposals.
Over the forecast period, it is estimated that the consumption of fine wines/champagne and spirits will register strong growth in retail volume terms. The greater availability and variety of brands will favour strong development of the most exclusive products, which is why premiumisation will be a key trend in the short term.
Fine wines/champagne and spirits are sold mainly in grocery retailers, especially exclusive locations within the main hypermarkets of the country. However, internet retailing is slowly gaining ground, basically due to the higher demand from mid-income consumers looking for quality products but at the best possible price.
Faced with the rise in consumption of fine wines/champagnes and spirits, companies carry out a large number of tastings with different objectives. While the main ones are to attract new customers and retain those that already consume the product, tastings to publicise new products are gaining in prominence.
At the end of 2017, Pernod Ricard Argentina inaugurated Chivas House, an old French-style mansion located in the Retiro neighbourhood in the City of Buenos Aires. The idea is that consumers can learn about the origins of Chivas Regal.
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