Given the competition with other Malbec-producing countries, what should be the way forward?
I am European and, in my opinion, Argentina should not sell varieties, but terroirs; it should sell less Malbec and more Argentina. Selling grapes is a commodity; Malbec does not come solely from Argentina anymore, it is grown in other parts of the world. Argentina is a mature producer and should move on to the next stage. When we speak about high-end wines, it is pretty weak and superficial to sell just a variety; we need to sell a region, “Malbec from Altamira, Gualtallary, Vista Flores, etc.”
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