Today is celebrated as the international day of Syrah, a grape variety known for its aromatic intensity and robust body, which paradoxically faces a decreasing cultivated land area in Argentina. Iconic regions from the south of France such as Hermitage, Côte Rôtie, and Châteauneuf du Pape are central to Syrah cultivation, yet in Argentina, the hectarage planted has decreased by 19% between 2015 and 2024, even as it still comprises 5.2% of all grape varieties planted in the country.

The latest report from the National Institute of Viticulture (INV) reveals a contradiction between the area under Syrah cultivation and its rising consumption. Although its consumption has historically followed a similar downward trajectory, the INV reported a significant increase of 42.5% in the commercialized volume of Syrah in 2024, indicating an evolving demand among consumers.

This surge in popularity can be interpreted as a shift in consumer preferences, possibly driven by a growing appreciation for varied wine styles. The increasing interest in Syrah suggests potential opportunities for local producers to adapt their offerings and marketing strategies to capitalize on this wine’s unique characteristics, ensuring its place in Argentina’s dynamic wine industry amidst the overwhelming presence of Malbec.