Alamos Selección has long been recognized for expressing the richness of Mendoza’s high-altitude vineyards, but its recent accolade—Malbec of the Year at the 2025 USA Wine Ratings—cements its position as one of the world’s most awarded Malbecs. For Gallo, the brand’s parent company, the win not only validates the craftsmanship behind Alamos but also amplifies the wine’s growing influence in the U.S. market. With marketing strategies ranging from NFL partnerships to bilingual retail campaigns, Nathan Barras, Senior Director of Marketing at Alamos chats about how they are leaning into both its Argentine heritage and consumer demand for premium, food-friendly wines.

Q1. Congratulations on winning Malbec of the Year at the USA Wine Ratings. What does this recognition mean for Gallo and specifically for Alamos Malbec Selección?

We are very honored that Alamos Malbec Selección earned Malbec of the Year. This recognition reinforces Alamos’ place as a standout within the Malbec category, celebrated for its exceptional quality and ability to embody the unique characteristics of Mendoza. We hope this inspires more consumers to explore Alamos and discover the rich flavors, authentic Argentine sourcing, and food-friendly versatility it offers.

Q2. With Gallo’s vast portfolio, what led to the decision to put forward the 2021 Alamos Malbec Selección for this competition?

Alamos has over 120 years of Argentine family winemaking history and a legacy of delivering high-quality wines. Competitions like this—where blind tastings are conducted by expert judges—provide independent validation and give us an opportunity to showcase how Alamos wines stand out within the category.

Q3. What role do accolades like this play in influencing buyer decisions at the retail and distributor level?

Alamos is the most-awarded Malbec in the United States, and that resonates strongly with both buyers and consumers. Our wines consistently deliver strong results because people actively seek out Alamos for its combination of winemaking excellence, accessibility, and value.

Q4. Where can U.S. consumers currently find Alamos Malbec Selección, and are there plans to expand distribution?

Alamos Malbec Selección is available at fine wine retailers across the U.S. We’re always looking to expand our reach so consumers can more easily find us when they’re looking for an expressive, full-bodied Argentine Malbec with soft tannins and a long finish.

Q5. What kind of support does Gallo extend to distributors and retail partners to build visibility for a label like Alamos?

We provide a range of support including new partnerships, fresh POS, and engaging displays. Our goal is to equip retailers and distributors with tools that make Alamos stand out and connect with consumers in-store.

Q6. In light of this award, are there new promotional or marketing activations planned in the U.S. market?

Yes. Alamos is now a proud sponsor of the NFL, beginning with the 2025 season. This partnership allows us to connect directly with consumers in key markets and increase visibility at retail through bilingual point-of-purchase materials that highlight the NFL connection. With Alamos rooted in Argentine heritage, this partnership particularly resonates with Hispanic consumers who are passionate about both wine and the NFL.

Q7. Malbec has long been Argentina’s flagship varietal. What consumption trends are you observing in the U.S. and globally? How is Alamos aligning with these trends?

Consumers are drawn to Malbec’s approachable, food-friendly profile. In the U.S., Alamos continues to lead the category, and globally, interest in Malbec is steadily rising. We’re aligning with these trends by expanding our reach, engaging younger demographics through activations like our NFL partnership, and continuing to highlight our Argentine roots.

Q8. Alamos is closely tied to Mendoza’s high-altitude vineyards. How do you communicate this sense of place to consumers on crowded retail shelves?

Our wines are grown in the shadow of the Andes, where sunlight, cool evenings, and mineral-rich snowmelt irrigation create uniquely robust fruit and luxurious texture. We communicate this proudly on our packaging. For example, the Alamos Malbec Selección label highlights “High Altitude Vines” on the front, while our broader portfolio features artistic depictions of the Andes Mountains, helping consumers connect with our Mendoza origins.

Q9. Looking ahead, how does Gallo plan to further strengthen the position of Alamos Malbec Selección in the U.S. market?

Alamos is already a leading premium imported red, and we intend to build on that by leveraging its reputation for quality and value. We’ll continue to connect with consumers through heritage storytelling, new partnerships, and activations that showcase why Alamos is both authentically Argentine and globally relevant.