Argentina's wine industry, built on the success of Malbec, now confronts market saturation and shifting consumer tastes, creating a strategic tension between its specialized identity and the need to diversify. This study explores this challenge by analyzing winery perspectives through data from a nationwide survey of 230 wineries, a targeted follow-up with 40 exporters, and in-depth interviews with key industry leaders. Findings suggest that wineries perceive the Malbec-led era of fast growth as over and are cautiously pursuing diversification, revealing a central strain: while operationally satisfied with Malbec, they are investing in change. They strongly favor lower-risk strategies like targeting new consumer markets and developing wine tourism over higher-risk ventures like new terroirs or grape varieties. Despite this caution, there is a notable interest in varietals like Cabernet Franc. A key challenge for the industry appears to be expanding its identity beyond Malbec without diluting its brand, and this paper provides empirical insight into the strategic priorities and perceived risks guiding this crucial transition.
