"The idea that dealcoholized wine was just a fad is no longer valid: it is an established trend."

At the latest edition of the traditional breakfast of the Argentine Wine Corporation (Coviar), the guideline from the new president Fabián Ruggeri was clear: he spoke of "advancing a clear competitiveness agenda" for Argentine wine. "That implies diversifying, increasing productivity, reducing costs, integrating the chain and competing better," he pointed out in his first public speech in office. Nearby, Magdalena Pesce, the CEO of Wines of Argentina (WOFA), also participated in the event. This is the entity that brings together more than 200 wineries and promotes the Argentine brand abroad for the segment and which is precisely focused not so much on the production and stability of the chain, but on thinking about strategic areas to be able to "place" said production in other regions of the world. Today, as she described to Infocampo, there are three unavoidable players when thinking about Argentine wine as a country brand: the United States, Brazil, and the emerging Mexico. Of ...