Taste the Flavour of
Mendoza
Laine Kindzule The Tourist Experience ITM BSc Year 2
Argentina Target Market
Argentina is the largest Spanish speaking country located in South America with contrasting landscapes and climates. When visiting Argentina it is a ‘’must’’ to try their succulent steaks with chimmichurri, passionate dance – Tango and of course, the wonderful full body wines.
Market segmentation can be based on socio-cultural variables which include social status, age, educational level and income. Target market for Wine tourism in Argentina, Mendoza has been recognized as social status being higher class and upper middle class, age group being between 35 -55 year olds. According to National Statistics Socio-economic classification , these jobs could be classed as higher managerial, administrative and professional occupations, lower managerial jobs. People at this age and occupancies are more likely to be attracted and can afford to spend money for wine tourism. Motional factors would include: seeking cultural knowledge and experience relaxation and leisure.
Mendoza, in a region of foothills and high plains, is the heart of Argentina's wine country, famed for Malbecs’ and other red wines
Wine Tourism in Argentina, Mendoza
Day 1___________________________________________________________ The mountains and the beautiful scenery of the Valle de Uco prepare our senses for the distinctive flavours and aromas of these high altitude wines. Learn about The Bousquet family, who hail from the southern French city of Carcassonne have a long history of winemaking, producing the top quality wines in Argentina. Upon discovering the unique characteristics of the region, it's soil, it’s high altitude, it’s terroir, he was convinced he had found the ideal location for his winery. Find out more about the history of Domaine Bousquet.
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Day 2
Catena Zapata – TOP Malbec
Catena is the pioneer of quality Malbecs in Mendoza. This private tour will include an exclusive hut which will protect guests from the sun during the explanations, in the middle of vineyard, about the Catena cuttings. Guests will have opportunity to taste the evolution of wines by getting samples of tanks and oak barrels. Catena’s tour ends with finest Malbecs tasting, these will include: Adrianna, Nicassia and Malbec Argentino. The visit finalizes at Dominio Del Plata, by Susana Balbo, with a delicious 5-course tasting menu, accompanied by the best wines of the house.
Day 3____________________________________________________ GIMENEZ RILLI WINERY: TOUR AND TASTING
Private winery owned by Gimenez Riili family which is located in Uco Valley, Mendoza. This tour includes the winemaking process during private winery tours, wine tasting whilst admiring views of newly planted vines and mountains, offering authentic Argentine experience. Optional Asado lunch is highly recommended.
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Day 4________________________
Enjoy tango performances and have a chance to take lessons at Dos Golpes Bajos winery, where tango session will take place in their fabulous cellar room. Live music, tango and a glass of wine to say goodbye to the beautiful wineries and intense flavour wine.