Argentina's wine federation Corporacion Vitivinicola Argentina (COVIAR) has launched the first phase of an advertising campaign to promote the country's wine at home and abroad, a COVIAR official has confirmed to just-drinks.

Under the catchphrase "Argentine wine: a good wine," the first leg of the campaign will run TV, outdoor and print ads in Argentina until next autumn. The second phase will debut in coming weeks and features ads in the US and Brazil (later in some European markets) for one year.

The campaign's investment will exceed ARS24m (US$8.25m), the official said.

The move is part of Argentina's Viticulture Strategic Plan, which aims to boost the country's global export share to 10% by 2020 from its current 1.5%. Another goal is to raise Argentine wine sales to US$2bn from US$700m currently.

Wines of Argentina, a promotional body backed by the country's biggest wineries, and Coviar, will orchestrate the strategy. As part of the effort, Argentina's wineries and the government will invest over US$100m.