Argentina wine market shifts toward non-varietal grapes

The Argentine wine market is experiencing a significant shift in consumer preferences and production diversity. According to data from the National Institute of Viticulture (INV), non-varietal wines saw a 13.9% increase in the first half of the year, reaching 2,463,696 hectoliters. This growth largely offset a 24.5% decline in varietal wines, which fell to 866,520 hectoliters.

Market share for non-varietal wines rose from 63.4% to 71.7%, while varietal wines dropped from 33.7% to 25.2%. This trend is also reflected in packaging, with tetra brik volumes increasing by 8.6% while bottle volumes decreased by 2.4%, suggesting a move toward more accessible price points.

Beyond market trends, the industry is expanding its viticultural boundaries. While Malbec remains the flagship variety, producers are increasingly exploring diverse grapes such as Bonarda, Cabernet Franc, Tannat, Syrah, and Petit Verdot. Notably, new production is emerging in southern regions, including Merlot from Chubut, which is positioned as one of the most southern varieties in the country.