AAWE, Economics Dept, New York University, 19 W 4th St, 6Fl., New York NY 10012aawe@wine-economics.org

AAWE Working Paper No. 21


Our Saviors May Not Speak Spanish: Changing Markets and Strategies in Argentina’s Wine Revolution, 1990-2008

Steve Stein

We have a coherent and combative position…transform an activity dedicated to making massive and undifferentiated products, to products high in quality able to be differentiated by the market.

Centro de Bodegueros de Mendoza, “El valor de la coherencia,” Bodegas y terruños, # 1 (March 1999), 44.

The rise of exports starting in the second half of the 1990s was perhaps the most transcendental phenomenon of the local wine industry, not only because it reflected the enormous potential of a greater insertion of domestic production internationally, but also because of its repercussions for wine production as well as for the marketing of Argentine wine and consequently for wine business strategies.

Daniel Aspiazu and Eduardo Basualdo, Estudios sectorales. Componente: Industria vítivinícola. Buenos Aires: CEPAL-ONU, 2003, 15.

Argentina emerges. Argentina’s wine industry is experiencing astonishing growth, both in production and international acceptance….And if you taste a rich Argentinean Malbec, all this makes perfect sense.

Adam Strum, “Top 10 Wine Stories of 2006,” The Wine Enthusiast, XX:1 (January 31, 2006), 10.

I know that 50 percent of spending on marketing is wasted. The problem is, I don’t know which 50 percent.
Old marketing dictum.

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