Wine producer Bodegas Chandón an Argentinean subsidiary of the French LVMH Group, had detected a change in Argentinean wine consumption, with a move away from wines containing a blend of grapes to varietal wines (those made with a single grape variety such as Chardonnay or Malbec).In response it developed Latitude 33, a new varietal wine brand. Latitude 33 was designed specifically to defend Bodegas Chandón's leadership in the $5 to $8 wine market and tap into increasingly sophisticated tastes of Argentinean wine drinkers.MPG (Argentina) developed a communications concept and media strategy that was fundamental to the successful launch of this new wine brand.