La construction des vins argentins à travers l’affichage
The vineyard of Mendoza, in the center-west of the country, at the foot of the Andes, developed in the late nineteenth century. With the transfer of specialists, techniques and grape varieties, Mendoza emerged as a center of wine-making and innovation. In the 1990’s the Mendoza vineyards went throug...
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| Format: | Article |
| Language: | English |
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Presses Universitaires du Mirail
2010-05-01
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| Series: | Sciences de la Société |
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| Online Access: | http://journals.openedition.org/sds/671 |
| Summary: | The vineyard of Mendoza, in the center-west of the country, at the foot of the Andes, developed in the late nineteenth century. With the transfer of specialists, techniques and grape varieties, Mendoza emerged as a center of wine-making and innovation. In the 1990’s the Mendoza vineyards went through a series of severe crises that forced producers to change direction : part of their production now took the form of quality wines for export, encouraged by liberal economic policies. In the last few years Mendoza wines have appeared on the international scene. Prominent among the strategies adopted by the new investors is advertising, to meet the challenges of market segmentation and the emergence of a new wine-drinking public. Advertising, packaging and labeling appear as fundamental pillars in this history of wine and allow an approach of the evolution of both consumer and society. |
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| ISSN: | 1168-1446 2275-2145 |