It is not unreasonable to say that Netflix gambled in 2024 on the success of a particular production: The 3-Body Problem.
To do this, he hired one of the creators of
Game of Thrones
, bought the rights to one of the most important science fiction literary sagas of the century, and only then put the machinery into motion.
It is also not crazy to conclude that the experiment went well: the series led Latin American trends over the weekend and settled into the day-to-day agenda. Its title appears in idle work and student conversations and is very present on networks.
What do we want to achieve with this? Even so, as happens in the Oscar-nominated American Fiction,
Argentina knew how to take center stage in a scene
.
In at least a second, a local product 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 from The 3-Body Problem,
Jess Hong
's character holds a
2019
Trivento Golden Reserve Malbec
in his right hand . And no, it was not a “PNT”, or anything like that. He appeared there like someone who didn't want the thing.
Trivento wine in a shot from Netflix's The 3-Body Problem. Photo: courtesy Marcos Jofré.
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,
Marcos Jofré,
must have felt . “It's totally lucky for me,” the businessman admitted in an interview with Clarín.
-How did you find out that wine appears in the series?
-
At first I didn't understand anything. I found out through WhatsApp messages from people who watched the series and sent it to groups of friends. And on Instagram too. I was very surprised, especially by the clarity with which the product is seen
.
Jofré was watching the series when the messages began to arrive, but he had not yet reached the “Trivento moment.” When he discovered it, he wrote to the
company's marketing team and
Brand Manager
to find out if they had made any arrangements. The answer was negative.
They were also surprised
.
Marcos Jofré, CEO of Bodega Trivento. Photo: courtesy Marcos Jofré
“It was too important to never have been mentioned to me.
Indeed, it was not something that we had agreed upon or paid for
,” said Jofré, who was “surprised for good” by the promotion of the product.
-Why do you think Malbec made it into the series?
-
Trivento is a very strong brand in the United Kingdom. That wine, the Golden Malbec 2019, grew a lot there and in the United States, two of the places where the series was recorded. If at any time something happened, it was going to be there
.
A curious fact is that Marcos went for at least three years without knowing that his prop wine had been used, since the Trivento that comes out flat belongs to the 2019 harvest that only began to be marketed in 2022.
This is how the CEO explained it: “The wine matches the vintage they were filming at that time.
If it had been included now, 2021 should be there
.” This is due to the aging process of the wines in oak barrels and the bottling time that generates three-year gaps between harvests and commercial release.
Marcos Jofré and Trivento Winery
Jofré is an Argentine industrial engineer who works as executive director -
chief executive officer
, CEO - of
Bodega Trivento
, a company founded in 1996 when the Chilean group Concha y Toro decided to invest for the first time in foreign lands.
The wine that appears in the series is a success in the United Kingdom. Photo: courtesy Marcos Jofré
According to a report by the global research consultancy for the alcoholic beverage market and its trends, IWSR Drinks Market Analysis, in 2023,
Trivento will be the best-selling Argentine wine brand in the world
, an achievement it has maintained for three consecutive years.
Forbes says that of Trivento's total production, 90% is exported in value to more than 80 countries distributed in the European, Asian and American markets.
In the United Kingdom, where the series was recorded, the company has 12 vineyards and
is one of the most important alcoholic beverage brands
. In fact, the copy that appears in the fiction is one of the best sellers.
Jofré, who described himself as a “
pandemic CEO
,” began working as such at Trivento a few months before the pandemic began.
The three body problem
The series produced by
David Benioff
, which has Benedict Wong, Jess Hong, Liam Cunningham, Eiza González, Jovan Adepo, John Bradley-West and Jonathan Pryce in the cast, arrived on the “N” in March 2024. There are 8 episodes and its premise might seem, a priori, somewhat confusing.
This is how the platform sells it: “A terrible decision in China in the 60s reaches through time and space to a group of present-day scientists, who face the greatest threat to humanity.”
Video
The science fiction series will be seen on Netflix.
The plot is based on the trilogy of science fiction novels by Chinese author
Liu Cixin
entitled
The Remembrance of 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).