Argentinian wine brand Viñalba plans to open its own pop-up wine shop in Shoreditch later this year, as part of its 10th anniversary celebrations in October.

La Casa del Vino Viñalba will be open to the public from 3 to 7 October and owners Herve and Diane Joyaux Fabre will be there from Argentina to present the wines to customers.

The pop-up shop, which will be open prior to the annual Wines of Argentina trade tasting (taking place in the week commencing 9 October), will display the full Viñalba range as well as limited edition wines, which are being released to mark the anniversary.

David Tromans, marketing director at distributor Buckingham Schenk, said: “We are extremely proud of Viñalba’s success and we wanted to do something significant to mark its 10th anniversary. We believe that experiential marketing campaigns are ideal for our target demographic, which is why we chose to open our shop in Shoreditch as it is a very vibrant and rejuvenated part of London. The work of Wines of Argentina has been outstanding in the UK and we want to capitalise on the growing momentum they have created for the popularity of Argentine wines.”