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The digital campaign "Write your own rules" is part of the new communication strategy, The Wine for Now, which aims to position Argentine Wine as a versatile, approachable, and authentic category in its key markets.
The Wine for Now is the new concept that wraps the global communication of Wines of Argentina in their duty to re-positioning Argentine Wine. This new tagline proposes a shift: from the ritual to spontaneity, from solemnity to real moments, from sophistication to pure delight.
“The idea behind ”The wine for now" refers to the concept of timelessness, because it is always now, It’s connected to mindfulness.”
Inspired by Argentine culture and identity, Argentine wine is free from strict rules and formal occasions. It accompanies everyday moments, spontaneous gatherings, and personal rituals: whenever and however each person chooses.
"They have a deeper taste, you can hardly go wrong with an Argentinian red.”
Thanks to its smoothness, aromatic expression, and balance, Argentine wine is easy to enjoy and understand, both for experts and those who are just beginning to discover it.
In a context where new generations are transforming consumption habits, Wines of Argentina (Wofa), the institution responsible for promoting the image of Argentine Wine worldwide, announces the launch of its new global campaign, “Write Your Own Rules” — an invitation to rediscover Argentine Wine from a fresh and relatable perspective.
According to consumption trends identified by WofA, millennials (born between 1982 and 1994) have consolidated as the core audience for the growth of Argentine Wine internationally. These consumers value authentic experiences, challenge stereotypes, and show a strong digital connection — 63% use social media on a weekly basis.
Their main consumption occasions are intimate and social settings, such as sharing wine at home with family and friends (73%) or attending social events and gatherings (70%), underscoring the importance of Argentine Wine as a symbol of connection and shared enjoyment.
can hardly go wrong with an Argentinian red.
Brazil and the United States stand out as Argentina’s two most significant export markets for wine and the primary targets of this new campaign. Together, they represented 44.7% of Argentina’s total wine export volume between August 2024 and September 2025 (21.7% for the U.S. and 23% for Brazil; source: Área del Vino), highlighting their central role in the country’s global wine strategy.
In Argentina, wine has never been just a drink. It’s a way to share, celebrate, experience, and express who we are. Now, Wines of Argentina invites the world to rediscover it through a new lens — one that embraces flexibility and diversity across occasions and moments of enjoyment.
That’s the spirit behind “Write Your Own Rules”, a campaign that marks a new phase in the communication of Argentine Wine: freer, more spontaneous, and open to exploration. Because Argentine Wine doesn’t follow seasons or rules — a white can pair with red meat, a red can be served over ice, and a sparkling wine can be enjoyed beyond a toast. Ultimately, it’s about enjoying it your way.
This digital campaign is part of the communication strategy The Wine for Now, presented earlier this year, through which Wines of Argentina seeks to bring Argentine Wine closer to new generations of consumers via a narrative built on identity, closeness, and personalization — with a more human tone and a deeper connection to the present.
“We want to inspire people to enjoy Argentine Wine with total spontaneity. In the face of structural changes in global consumption and new preferences among Generation Z, it’s essential to leave behind old codes and prejudices. Today’s Argentine Wine represents versatility, freshness, and a genuine connection with the here and now — aligned with a more conscious lifestyle,” said Magdalena Pesce, CEO of Wines of Argentina.
“Write Your Own Rules” will have a strong digital presence across social media, online media, and interactive experiences on thewinefornow.com and ovinhodoagora.com, featuring dynamic content, stories, and new ways to enjoy Argentine Wine.
In the coming months, Wines of Argentina will continue rolling out new initiatives under The Wine for Now, reaffirming the evolution of the Vino Argentino brand and its commitment to innovation, sustainability, and Argentine identity.
