“There Is a Real Change”: the Crucial Moment of the Wine Business, the Reconfiguration that Is Coming and the Messi Factor

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MENDOZA.- At the beginning of the 2026 harvest, the Argentine wine industry experiences moments of tension and expectations, in the midst of a global crisis in consumption, which comes with sustained falls, above 3.5% in 2025. Thus, the main referents of the sector, throughout its chain, understand the current context as a threat, but also as an opportunity, in the medium and long term. Thus, the eyes pose the need to adapt to the changes that a…