The Argentine wine industry is entering a new institutional phase with the leadership transition within the Argentine Wine Corporation (Coviar). On March 7, Fabián Ruggeri, who is set to replace outgoing president Mario González, will take over during the traditional Vendimia Breakfast. Ruggeri, a fourth-generation viticulturist, marks the return of Mendoza’s leadership after a decade, which also emphasizes the growing influence of the cooperative sector in national strategies for wine production and marketing.

These changes come at a critical time for the sector, as both Ruggeri and González reflect on the challenges and opportunities facing Argentine viticulture. They highlight the importance of adapting to market demands and the impact of public perception, especially in light of Messi's influential mention of drinking wine with soda. This statement has not only raised discussions around wine consumption preferences but is also seen as a potential lever for promoting wine culture in Argentina, particularly among younger demographics.

As Argentine viticulture looks to navigate a complex landscape marked by international competition and evolving consumer preferences, the leadership shift at Coviar is viewed as a strategic move. By embracing new ideas and addressing the sentiments of both traditional and new wine consumers, the organization aims to enhance the appeal of Argentine wines, ensuring its relevance in both local and export markets in the coming years.