Wine Argentinean Export Chain: A Case Study in the UK Market

International wine market is becoming one of the more dynamic in beverages sector. This paper is a summary of the research developed during 2004-2006 at the UPM with Argentinean exporters. The selection of UK market was due to the high degree of competition between international wines: European, American, Australian and others. Secondary information was collected from EU and Argentina publication and data bases. Primary information was obtained through face to face interviews with the main stakeholders and wine exporter entrepreneurs. UK wine market is one of the more competitive in the world and the main destinations of Argentinean exports. The presentation describes the strengths and weaknesses of the more significant wine exporters with a SWOT matrix analysis. Argentina has comparative advantages in wine production but the main problem is the wine network exporting performance. The challenge is how to design adequate strategies, involving public and private national resources and get adequate quota market in the coming future. Some specific recommendations are related to: Firms and country commercial brands, relationship exporters-UK retailers, trade brands shared by producers and commercial agents, promotion and publicity of Argentinean wines in UK. Other scenarios of future development are the improvement of firm strategic alliances, rising added value in the wine chain for exporters and communication programs with UK society.

Fritz, Melanie
Rickert, Ursula
Schiefer, Gerhard
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Conference Paper/ Presentation
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ISBN 978-3-932887-96-3 (Other)
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 Record created 2017-04-01, last modified 2018-09-13

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