Argentine diplomats are unlikely to be part
of the G & T brigade. Gin, that Godsend to humanity, thrives in the Northern
Hemisphere. Argentina's blessing is red and takes the form of Malbec wine. And,
as luck would have it, many Argentine diplomats are likely to soldier in the
Malbec brigade. If they are not, then they are failing to use a powerful
diplomatic tool. Fortunately, and in light of what took place on 16 April, that
does not seem to be the case. That day, the Ministry of Foreign Affairs (MFA),
in association with a strategic partner -WOFA- staged about 100 events all around
the world to celebrate "World Malbec Day". Some 50 Argentine
Embassies and Consulates were involved. WOFA stands for Wines of Argentina and
its mission is to promote worldwide exports on behalf of the wineries. To this
end, it has a strategic partnership with the MFA. In fact, some Embassies or
Consulates house the WOFA people in their offices.
This looks as a straightforward arrangement:
the wineries trying to market their products and the MFA doing the job of promoting
exports. But -in this case- there is a hidden bonus for Argentine diplomacy. It
so happens that Argentine Malbec is attractive enough -on its own - to lure people
into events organized by the Embassies. An ideal lobbying opportunity. Throw in
some tango music and dancers as well as beef or other delicacies and you have
an irresistible package. Deploy it in an adequate venue, and your playfield is
ready. That would not be the case with "drier" products. (No pun
intended.) Most of the country's other exports have clearly targeted markets. Thus,
and with all due respects to Paolo Rocca, it would be difficult to drag in a non
- specialised attendance into an event related to the steel industry. So the targets
for lobbying would be limited.
But what does "limited" mean? The
clientele for any Embassy in any country does not include Joe Public. In any "dip"
events you will find government officials, opinion formers, businesspeople and
-in general - "movers and shakers". An event like the one staged on
16 April will attract them in droves.
Consequently, in terms of influencing , World
Malbec Day is ideal. Historically, diplomacy
was exclusively an affair between governments. But nowadays, the focus has
expanded. Addressing non-government but influential audiences has become vital.
An Embassy can spend hours in drafting and sending letters to editors in order
to rebuke disagreeable press coverage. But, unless the rebuke has to do with
very hard facts, it will be wasted time. However, a quiet ten minute chat hosted
by an ambassador, a councillor or a minister, whilst sipping good wine can do wonders
in terms of changing perceptions. And it so happens that the interlocutors to
be found in an event like this one are also attentive readers of The Wall
Street Journal, The Economist or the New York Times. More important, if the embassy's
contact list is half good -and events like this one help to improve it - many
of the attendees will not only be interested readers, but also decision makers
or influencers.
Granted, not all the guests will be key players. There will
be a quota of hangers-on and ,more interesting,
mid-level contacts with good future potential. The latter may not
justify ,at these budget conscious times, the costs of a full embassy meal with
all the trimmings, let alone two hours of busy diplomats' time. But these
events are highly cost effective. Many
ten minute chats to be held in two hours and the private sector footing part of
the bill. In short: glasses up for the Malbec Brigade. Interest declared: The
author is totally unrelated to the wine industry. But has a twenty year long,
love affair with public diplomacy.
Credits: WOFA, BUENOS AIRES HERALD
