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“In the first months of 2014, Norton’s exports have grown by 10%”

July 16, 2014 by Claudia Ortiz | in News, Opinions

Luis Steindl, Operations manager at Norton, anticipates the winery’s new releases for this year and the expectations for both domestic and foreign market.

What will the launches be for this 2014?

We are working on new developments, without name yet, within a mid-high price range, so as to be present in a segment we are not so far. They will be varietal wines with a different touch as a differential factor. We expect to release them within the next 2 or 3 months.

As regards the segment you have just mentioned, do you see it consolidated?

Yes, it is recovering and with a promising future. We are going for innovation that consumer is looking for. People want to vary, and we should offer them a wide range of products.

How does the winery pave the way in 2014 for international competitors?

We are developing new things. In the case of sparklers, we are making stress on their packaging, more focused on the products made with the traditional method. We have had great success with our Lote line. Some weeks ago, James Suckling’s publication granted our Lote L from Lunlunta 97 pts and 94 pts to that from Agrelo. This line has a packaging containing 3 bottles, so people may enjoy Malbecs from different vineyards.

Moreover, we are working hard on Cabernet Sauvignon and Franc, counting on the advice from a winemaker from Napa Valley, with the aim of getting aging wines and showing that in Argentina, we can achieve excellent wines from these grapes.

How do you see the remainder of 2014?

I am optimistic, in spite of our economic context, because we have a very good product and we have managed to differentiate ourselves from the rest, in both domestic and foreign market. In the first months of 2014, Argentine exports have dropped by 4%, but Norton has grown by 10%. According to our importer in the United States, the sales forecast for 2014 is better than last year in this market, where our Malbec Reserva remains successful. We will focus on varietals of “Lote” line, as it is doing very well in the on-trade channel.

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