Why traceability is the secret that drives Argentine wine and conquers the most demanding consumers

Additionally, the new generations today that are moving away from or not even approaching wine, are likely to do so in their adulthood. Since the vast majority of adults enjoy themselves around the table, with food and wine being the main components of those moments, beyond the environment and company. However, the situation is critical. Sales, both in the domestic market and exports, have fallen, making this year the worst since the beginning of the millennium. On the other hand, Argentina's strength has never been promotion, which is key to consolidating itself in consumer markets. Not due to lack of desire or strategy, but due to a lack of dollars to undertake such investments. Therefore, Argentine wine must cling to the most solid competitive advantages it can boast, understanding that quality is no longer a value-added feature but an obligation. At the beginning of this new century, the emphasis was placed on "varietalism," and Malbec worked very well to quickly position ...