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Boom Varietal (2011)

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Boom Varietal is a documentary that follows the Argentine Malbec wine boom and explores its importance in today's pop culture.

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Argentine Malbec is currently the fastest growing wine varietal in the United States. Originally from the Cahors region of France, Malbec never gained the acceptance that it has achieved in Argentina. Thirsty Italian immigrants arriving in Argentina at the turn of the 20th century, widely planted Malbec cuttings all along the Andean foothills in Mendoza. In this high, dry climate, Malbec found its perfect terrior. Originally producing inexpensive and bland blends to satisfy the huge demand of the population the Argentines later developed "boutique", "export quality", "New World", "single varietal" wines. This movement, combined with a dramatic shift from an internal focused culture to an outward looking, export driven economy, plus the country's 75% currency devaluation in 2002, has caused Malbec to boom. US consumers now seem to be enamored with the varietal, but will the boom last? Difficulties for foreign investors, government unpredictability, pronounced inflation and a ... Written by Sky Pinnick

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7 October 2011 (USA)  »

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