The trade bodies representing wine producers from Argentina, Chile and South Africa are targeting closer collaboration in China and the US, ahead of this Summer's combined tasting event in the UK.

Wines of Argentina, Wines of Chile and Wines of South Africa have just concluded a series of meetings in Argentina, at which they have discussed ways of working more closely together. The three announced late last year that they will host a joint wine tasting in the UK in September, called 'The Beautiful South'.

Speaking exclusively to just-drinks today (29 July), Su Birch, the CEO of Wines of South Africa, confirmed that the meetings took place last week in Mendoza. “We met and reviewed the common goals that we have: To do things in innovative ways that are more cost-effective for producers,” she said. “The feeling is that, when we work together, we generate more interest in the trade and with consumers.”

Birch highlighted China and the US as two markets in which the three countries will focus on, going forward.

“We have so much in common in China, where we need to educate people about our countries,” she said. “We'll be looking for opportunities at trade fairs in China, such as a combined presence in the seminar area at VinExpo in Hong Kong and probably at ProWein China.”

Birch added that the three trade bodies are reviewing their activities in the US. “We are definitely going to do some generic activities there,” she said, “but we're still exploring what we could do that would be worthwhile.”

The three trade bodies will not be transposing the 'Beautiful South' trading event in the US. “The three country managers there have been tasked to come up with concepts for us to evaluate,” Birch added.

Earlier this year, Wines of Argentina and Wines of South Africa embarked on a small-scale generic collaboration in Sweden.

While some other South American wine-producing nations have expressed an interest in partnering with the three, Birch noted that the trade bodies for Australia and New Zealand are yet to express an interest in the southern hemisphere tie-up. "For now, we're going to focus on getting it to work for us," she said.