TAGWOOD pushes Argentine live-fire grilling into U.S. backyards

TAGWOOD is leaning into National Grilling Month to promote its Santa María-style live-fire grills in the U.S. The company says interest in premium outdoor cooking is rising as more homeowners treat grills and smokers as long-term investments.

Why it matters: - Live-fire grilling is moving from niche tradition to mainstream backyard cooking as more U.S. households upgrade from basic grills to premium outdoor equipment. - TAGWOOD is trying to capture that shift with Argentine Santa María grills built around wood fire, adjustable grates, and hands-on heat control. - The brand is also expanding in California, where Santa María barbecue already has deep regional roots.

What happened: - TAGWOOD used National Grilling Month to spotlight its Argentine Santa María grills for U.S. home cooks. - The company is selling stainless steel Santa María grills online, through select retail points of sale, and through an authorized distributor in California. - TAGWOOD is expanding in California through its Ambassador Program, which pairs the brand with local grillers and outdoor living professionals.

The details: - Roughly 75% of U.S. households now own a grill or smoker. - The share of homeowners owning a grill or smoker rose from 64% in 2019 to 80% in 2023. - Premium grills are growing revenue faster than budget models, even as they sell in smaller unit numbers. - Live-fire, wood-driven grilling using white quebracho wood is growing in popularity worldwide. - The Santa María method uses a hand crank to raise and lower the cooking grate over an open wood fire. - The setup lets cooks adjust heat in real time instead of relying on fixed burners or vents. - The method is rooted in Argentine estancias and the Argentine asado tradition. - TAGWOOD says more information on its grill lineup, availability and points of sale is available at the company’s website. - TAGWOOD also listed social channels on LinkedIn, Instagram, Facebook and YouTube.

Between the lines: - TAGWOOD is positioning itself as an early specialist in a category that is becoming more mainstream in the U.S. - The California push is notable because the state already has its own Santa María barbecue tradition, which gives TAGWOOD a built-in cultural reference point. - The emphasis on premium materials and authentic live-fire technique suggests TAGWOOD is selling both performance and heritage.

What's next: - TAGWOOD is likely to keep using summer grilling season and National Grilling Month to build awareness for its products. - The California Ambassador Program appears designed to broaden local adoption and connect the brand with regional grilling communities. - The company is inviting more home cooks to try the Santa María style as interest in live-fire cooking continues to grow.