Among the exhibitors at the Gourmet Gallery in Hall 5.0 is the Baco Club, a company which runs a private wine club in Argentina. “We have 7,000 members have been going for twenty years,” says editorial director Mariana Gil Juncal, who is responsible for publishing the Club’s catalog, elixir magazine, and more recently, wine guides.

Their new book, El vino una pasion para todos! is decidedly not for snobs.

Baco Club is looking to export their casual and fun approach to wine overseas and are here in Frankfurt actively looking to sell rights. “We have a distinctive approach to wine in Argentina, said Juncal. “It’s something we think people in other countries would really enjoy.”