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Pernod Ricard has said its Argentinean wine brand Graffigna is to become a leading player in the group's wine portfolio in the UK.

Pernod Ricard UK said today (18 August) it was "seeking to ignite the emerging Argentina category with renewed focus on Graffigna".

The group has integrated its sales and marketing teams in wine, appointing Nick Blair as UK wine director earlier this year.

Blair said: "Argentina is now a priority market for us at Pernod Ricard UK and following the restructure of our wine team, we have all the necessary experience and expertise in place to achieve our ambition of Graffigna becoming the UK's number one Argentine wine."

New packaging for Graffigna will be unveiled at the Wines of Argentina tasting at Lord's Cricket Ground on 17 September, Pernod said. A move to screwcap will also be unveiled for the brand, which spans 11 different wine styles.


Sectors: Wine

Companies: Pernod Ricard, Ricard

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