As regards main competitors, what is the future for Argentinian wines?
Argentinian wines sales have experienced an exponential increase in the last 4 years. Consumers pronounce Malbec as Merlot or Pinot. It has entered in the collective subconscious. There is a great demand for wines, regions and general information. There is a varied wine offer as regards style and price segments. Crisis hits the market when Argentinian growth curve is rising, thus is not so probable to experience a drastic drop. Growth will probably stop. Crisis is a wide range of opportunities for Argentina. Success will depend on producers’ short and long term strategy as well on the quality in all prices. – Do you think that a brand concentration is probable? United States is a fragmented market where consumers act individually. As I said before, they are very young and willing to know and innovate. Thus, I think that a brand concentration is not so probable. Argentina should take better aim and promote their wines more aggressively. Wine-producers should meet importers on the market
