Regional winner
Innovative Wine Tourism Experiences

Almalbec Festival

Mendoza | Argentina

ALMAlbec· Pairing Festival

April 2018

· What is ALMAlbec?

ALMAlbecis anenogastronomic festival which celebrates the Malbec World Day (April 17th). It last for three weeks. One of the most important goals is to contribute to the positioning of Mendoza as the main enogastronomic destination in Argentina.

ALMAlbec is created to develop a great event at a local level to celebrate and promote our emblematic grapevine including the different actors of the gastronomic, viticulture and tourist industries.

· Whatis ALMAlbecAbout?

The festival is divided in two main activities: “Restaurant Tour” which consists on an Alliance between a restaurant and a winery to offer a pairing menu with Malbec considering a great diversity on Wines, cuisines and prices; and an Event Calendar like fairs, fund raising events, special dinners, lectures and tasting organized by the participants.

The first edition was on April 2018 in which eighty important companies participated. The general public could visit restaurants, bars, wineries and wine stores living an educated, fun and pleasant experience.

· ALMAlbec´s Contribution to Mendozaas a Great Wine Capital

Promote the Malbec celebrating its day and motivating its consumption


Innovate by creating memorable experiences to the consumers, who could access to many gastronomic proposals in diverse geographic locations.

Innovate by achieving a great interaction between the tourist, viticulture and gastronomic industries; the cooperation of the private and public sectors and the union under a same goal of companies and people most representatives of the three industries generating a network of team work.

Innovate with the implementation of technological tools by giving the possibility to the users to consult and make reservations in each of the restaurants through ALMAlbec´s web and an app for mobiles.

Communicate about the Malbec grape: origin, types of Wines and pairing recommendations.

Educate the public, locals, tourists and teams of servers of the restaurants, responsibleof communicating the festival to the people.

Createa gastronomic culture using the concept of pairing.


Create a responsible environment for Wine consumption with gastronomy.

Encourage the economic activity of the destination and promote flow of clients to the facilities of the participants.

· Contribution to Social Responsability

The organization ofALMAlbecforeseethat the participants donate healthy portions of food to the ONG “La comida no se tira” (The food is not waste). This ONG was uncharged of distributing the food to community neighborhoods.

· Contribution to Education

ALMAlbec educated the internal public (teams of servers) by training them in each restaurant to accomplish sense of belonging and to improve the clients ‘experiences.Topics: the functioning of the festival ALMAlbec, basic information of Wine service, explanation of why the tourism is important to Mendoza, responsible consumption and glass recycling.

ALMAlbec educated the external public through the experience of interacting with trained servers, also by printed menus that the organization gave to each restaurant with infographics about the characteristics of Malbec and its pairings; and also with information in social media.

· How was ALMAlbec communicated?

The organization promoted a great communication campaign through massive media, marketing in public spaces, radios, newspapers and social media.It was used videos, spots, advertisement, banners, flyers, and brochures.

Moreover,ALMAlbec did an important work on local and national press by sending newssheets and inviting over 60 journalists tolive the experience of ALMAlbecin the participant restaurants.

Also, through ALMAlbec´s web the public could have information about the list of all the participants with their contact information, the menus description and Wines, and the agenda of events.


. Website:

. Facebook:

. Instagram:

. Twitter:

. Spot:

. Video Chefs TV:


2nd Edition ALMAlbec: April 21st till May 12th, 2019



ALMAlbec Festival
Huarpes 466
5500 Mendoza Mendoza
+54 9 261 6915029
-32.8950011, -68.8630193

Read the story behind


    • Opening Hours: –
    • Opening Days: –
    • Months Closed:
    • Languages Spoken:
    • Guided Tours:
    • Wine Tasting Provided:
    • Groups Accepted:
    • Appointments Necessary: –
    • Wine Information Center: –
    • Wine / Gift Shop:
    • Disabled Facilities:
    • Food Facilities: –
    • Accommodation: –
    • Conference Facilities: –
    • Special Events Facilities: