Science and Technology Studies Commons^™

When Malbec Became Argentine: An Analysis Of The Quality Wine Revolution In Mendoza, Dominique Lee

Scripps Senior Theses

At the beginning of the 1990s, the Argentine wine industry experienced a shift from quantity to quality production which occurred while economic policies in Argentina opened economic opportunities for investment in the country. With these new opportunities, the industry began to focus on producing quality wine because of the desire to export and compete in the international market. As foreign investment entered Mendoza, the heart of Argentine wine country, new ideas and knowledge about wine production began to disseminate into the region and everyday practices. The shift from quantity to quality production was a paradigm shift in that it ushered …