An Argentine product surprisingly appeared in Netflix’s top series: “I discovered it through messages”

It is not unreasonable to say that Netflix in 2024 has bet on the success of a particular production: The 3-Body Problem.

For this he hired one of the creators of game of Throneshe purchased the rights to one of the most important science fiction literary sagas of the century and only then set the machine in motion.

It’s not even crazy to conclude that the experiment went well: the series led Latin American trends over the weekend and entered the daily agenda. His title appears in inactive works and student conversations and is very present on the networks.

What do we want to achieve with this? Even so, just as happens in the Oscar-nominated American Fiction film, Argentina was able to be the protagonist of a scene.

In at least one second a local product has captured the attention of an entire country. A national symbol. A representative of Cuyo. A spirit drink. A fruity malbec softened by oak influences. A wine. An Argentine wine.

In a scene of The Three Body Problem, the character Jess Hong He holds in his right hand a Trivento Riserva d’Oro Malbec 2019 harvest. And no, it wasn’t a “PNT,” or anything like that. He appeared there as someone who doesn’t want it.

If the surprising inclusion of the Mendoza product in one of the episodes of the series caught our attention, imagine what the CEO of Trivento must have felt, Marcos Jofré. “It’s a real fortune for me,” admitted the entrepreneur in an interview with Clarín.

-How did you discover that wine appears in the series?

–At first I didn’t understand anything. I discovered it through WhatsApp messages from people who watched the series and sent it to groups of friends. And also on Instagram. I was very surprised, especially by the clarity with which the product can be seen..

Jofré was watching the series when the messages started arriving, but he hadn’t yet reached the “Trivento moment”. When he found out, he wrote to the marketing team and the Brand manager from the company to find out if they had made any arrangements. The answer was negative. They too were surprised.

“It was too important for him to ever mention. In fact it was not something we had agreed or paid for.“, assured Jofré, who was “forever surprised” by the promotion of the product.

-Why do you think Malbec made it into the series?

–Trivento is a very strong brand in the UK. That wine, the 2019 Golden Malbec, has grown strongly there and in the United States, two of the places where the series was recorded. If anything ever happened, it would happen there..

A curious fact is that Marcos went for at least three years without knowing that his stage wine had been used, given that the Trivento that comes out flat belongs to the 2019 vintage which only began to be marketed in 2022.

This is how the CEO explained it: “The wine corresponds to the vintage they were filming at the time. If it was included now it should be in 2021”. This is due to the aging process of the wines in oak barrels and the bottling time which generates three-year intervals between harvest and release.

Marcos Jofré and Cantina Trivento

Jofré is an Argentine industrial engineer who works as executive director –CEOCEO of Trivento winerycompany founded in 1996 when the Chilean group Concha y Toro decided to invest in foreign lands for the first time.

According to a report by the global research firm for the alcoholic beverages market and its trends, IWSR Drinks Market Analysis, in 2023, Trivento is the best-selling Argentine wine brand in the worlda result that was maintained for three consecutive years.

Forbes states that of Trivento’s total production, 90% is exported by value to more than 80 countries distributed across European, Asian and American markets.

In the United Kingdom, where the series was filmed, the company owns 12 vineyards and It is one of the most important brands of alcoholic beverages. In fact the copy that appears in the fiction is one of the best sellers.

Jofré, who described himself as a “CEO of the pandemic”, began working as such in Trivento a few months before the start of the pandemic.

The three-body problem

The series produced by David Benioffwhich stars Benedict Wong, Jess Hong, Liam Cunningham, Eiza González, Jovan Adepo, John Bradley-West and Jonathan Pryce, arrived on “N” in March 2024. There are 8 episodes and its premise might seem, a priori , a little confused.

Here’s how the platform sells it: “A terrible decision made in 1960s China reaches across time and space to a group of scientists today, who find themselves facing the greatest threat to humanity.”

The plot is based on the trilogy of science fiction novels by the Chinese author Liu Cixin titled The memory of the Earth’s past. The first book is “The three-body problem” (2006); the second, “The Dark Forest” (2008); and the third, “The End of Death” (2010).