In order not to lose more consumers, the new Argentine wine promotion campaign accepts mixing it with soda, juice, ice, fruit and even soft drinks

In the end, is it okay to add soda, ice, juice and even soda to wine? The debate is endless, but the winery sector itself, in order to maintain consumption levels of this drink within the country, seems willing to accept any rule. Fundamentalists and fanatics, be silent. The latest “Wine unites us” dissemination campaign, launched by the Mendoza Wine Fund, aims to put an end to this eternal debate and coins a concept: “refreshment”. What does it mean? “Refreshment is installed as a new old way of consuming wine: mixed with soda, ice, juices and soft drinks, fruits and more. As you like, without rules. “Wine unites us,” he explains. This is the promotional video: Historically in Argentina, the production and consumption of wine has been a tradition inherited from European immigrants, at whose tables there was no hesitation in adding soda or adding water to the wine if necessary, to make it more refreshing. But starting in the 90s, there was a notable change with the incorporation ...