What are Argentina’s strengths as a wine producing country?
Argentina has historical legitimacy. However, I consider its major strength lies in its ability to produce unique varieties like Malbec, Bonarda and Torrontés, which no other country can produce with such great quality. Environmental conditions are very favorable in Mendoza: there is little rain, low temperatures at night, irrigation water, and other conditions that are ideal for wine production. What is Argentina’s image abroad? Argentina has a really good image. From abroad we see vastness, nature, a healthy environment, tango, the Pumas, Messi, good beef, Aconcagua, Patagonia, Ushuaia and very dynamic people. This is very positive. Why do you emphasize the importance of joint effort in the wine business? We [in France] are very much dispersed right now. We have many wineries and agents without much sway on the international scene and with divided interests at a time of global crisis. The strategic plan of the COVIAR (the Argentinian Wine Corporation) is clearly the result of having
