Nimbility Tapped To Build Asia Strategy For Altos Las Hormigas

Primera Zona - The areas of Lujan de Cuyo and Maipù, are generally regarded as the original sites where Mendoza viticulture first developed in past centuries. For this reason the area is called “Primera Zona” (First Land). In this area ALh has his original vineyards, and all of the Malbec Clasico grapes are sourced here. We can say that Primera Zona represents the legacy of Malbec tradition.

Primera Zona - The areas of Lujan de Cuyo and Maipù, are generally regarded as the original sites where Mendoza viticulture first developed in past centuries. For this reason the area is called “Primera Zona” (First Land). In this area ALh has his original vineyards, and all of the Malbec Clasico grapes are sourced here. We can say that Primera Zona represents the legacy of Malbec tradition.

Argentinian Malbec-specialist Altos Las Hormigas has chosen Nimbility to build its three-year Asia strategy.

Nimbility will establish a strategic road-map for building markets in Asia, securing importers in key target markets and working closely with existing distribution partners to build volume, value and brand equity. Brand building activities will employ a mix of trade and consumer marketing, including launch events in new markets and creation of bespoke social media content.  

"I'm delighted to continue a long-standing relationship with Altos Las Hormigas now with Nimbility," says Founding Partner Francesca Martin. "Terroir-driven Malbec has a definite place in Asia and we intend to position Altos Las Hormigas at the centre of that space."

A key focus market will be China, whose fragmented distribution landscape and sheer scale will require a well mapped out and carefully implemented strategy split by channel and geographic region. Nimbility’s proprietary market intelligence and insight, with a particular focus on competitor analysis and benchmarking, will inform the overarching strategy and allow for unique insight into the positioning of Argentinian wines within the China market.

As an extreme terroir-specialist, led by winemaker Alberto Antonini and South America’s leading terroir expert Dr. Pedro Parra, the strategy for Altos Las Hormigas will focus predominantly on the premium on-trade across the region. A direct-to-consumer channel strategy will also be put in place via digital retail channels such as WeChat.   

Polly Aylwin-Foster