MercoPress. South Atlantic News Agency

Malbec Day celebrations this weekend in London's Camden Market

WOFA Mobile Wine Bar will be located at Camden Market; the idea is to bring Buenos Aires San Telmo and the bustling streets of Palermo Soho, to London.

This year in addition to retail promotions, Wines of Argentina and the Argentine Embassy in London are celebrating Malbec Day (April 16) with a weekend of promotion and sales “estilo argentino” (Argentine tradition) in Camden Market, one of the coolest and trendiest destinations in London.

 Until Sunday 17 April the WOFA Mobile Wine Bar will be located at Camden Market, which is visited by more than 60.000 people every weekend. The idea is to bring Buenos Aires San Telmo and the bustling streets of Palermo Soho, to London. With its energy, music, food and wine, it is an essential Argentine experience.

A private launch party with 250 guests who can taste Argentine wines along with a large dose of Argentine culture will be held in the evening.

According to the organizers Camden Market will be full of non-stop activities and a place to come and enjoy food and drink. A great place for promoting Argentina: there will be music, dance and the chance to taste and buy wine by the glass.

Sunday will mark the fifth Malbec Wine Day with a street party to display Argentine wine and cuisine. Guests will be able to choose from 80 Argentine wine brands from WOFA's mobile wine bar and taste chorizo burgers seasoned with chimichurri.

Andrew Maidment, Wines of Argentina’s Europe director, said: “Malbec World Day is our chance to bring a little bit of Argentine flair to the world of wine and the global activities we’re running this year all follow the same aim – to bring wine to the masses and make it both accessible and fun.

“This weekend we’d like to invite everyone in the trade to grab a glass, a bottle (or two) of Malbec and join in the celebrations”.

The UK is Argentina’s fastest growing major global market, with current growth at over 40% per year according to Nielsen. Malbec accounts for approximately 50% of this growth.

This year the Day will be celebrated with events in over 70 cities and 54 countries across the globe.