Argentine wineries have experienced an unprecedented level of growth since the mid-1990s, thanks to the “boom varietal” of Malbec. After a period of foreign investments and agricultural innovations, the Mendoza region gained distinction as an internationally recognized growing area and tourism destination. From 2010 to 2020, the number of tourists coming to Mendoza to experience her wineries increased from 100,000 to over 2 million. In a country that faces unique political and economic challenges, the enotourism (wine tourism) industry has adapted in both the private and public sectors to ensure its ability to survive and thrive in an arduous business environment. Through coordination with research and educational institutions such as the American Association of Wine Economists, Universidad Nacional de Cuyo, and Area de Vino, as well as the Mendozan wineries of Catena Zapata, Domaine Bousquet, and Bodega Uruco, data was collected to determine trends and study innovative practices throughout the industry.

This project is ongoing, with the researcher continuing to collect industry information while developing a qualitative analysis report. The objective of the report will be publication in an academic journal like the International Journal of Wine Business Research, or an editorial such as Wine Enthusiast.

Joseph Richard would like to thank their faculty sponsor Dr. James Bowen for their support of this project.