Pernod Ricard launches Rutas de Cafayate Malbec into impulse channel

Pernod Ricard UK is launching its new Argentinian wine brand Rutas de Cafayate into the impulse channel, starting with its Malbec variant.

Rutas de Cafayate Malbec is available now from major wholesalers with an RRP of £8.50.

Pernod Ricard UK wine portfolio director Lucy Bearman said: “Our ambition is to lead premium wine in every Country of Origin we operate in, and we’re set to disrupt the Argentinian wine category with Rutas de Cafayate. The interaction between the climate, the soil, the geographical location, the height, the vines and the work of every person involved in Cafayate’s winemaking process gives it a unique expression and personality. We’re confident that the brand will recruit those already enjoying Malbecs and, with its stand-out contemporary pack design, new-to-category drinkers.”