Globalisation and the Expansion of Global and Multinational Grapes in Viniculture

The aim of this book is to discuss the expansion of global grapes and multinationals in the Mendoza region of Argentina and the clash between global and local perspectives. The methodology employed sought to identify the significance of globalisation, fragmentation and multinationals in the wine industry in terms of Fordist standardisation. Wine production has undergone major changes due to globalisation. We therefore sought to discuss the extent of its effects on world wine production. We therefore decided to carry out a literature review on the concept of globalisation and its different points of view: economic, political and cultural, noting that these aspects are intertwined. We also investigated the extent to which and in which aspects of globalisation related to wine merchandise is real or feasible. The possibility of wine being standardised for the international market was questioned. Another concept discussed in the light of globalisation is fragmentation, which appears as its counterpoint and obstacle or resistance. In Mendoza, Argentina, there was a trend towards the expansion of multinationals and global grapes, especially Malbec.