While I struggle to get my hands on a single bottle of the stuff to drink, 1 Wine Dude is actually in Cahors France (for the International Malbec Days festival going on) tasting and pondering on the Cahors marketing push.
The dude concludes (emphasis his):
Ignoring the discussion of whether or not enough Cahors wine in the tier is produced and exported to the U.S. to provide the ammunition for such a push, from my vantage point it looks like Cahors will be going head-to-head against Argentina in that tier, only with higher prices, more confusing labels, less market awareness, and (arguably) a less newbie-friendly taste profile.
The whole article is worth a read. So read it.