Abstract
Argentine wine has transitioned from quantity to quality production. Stakeholders complain that independent vintners fail to adapt to the new technologies. Taking a social-constructivist perspective, this paper questions the general assumption that the difference between the systems is merely a technological matter. In modern production winemakers have become central, with professional agronomists translating their demands to the vineyard. Winery managers, marketers, traders, consultants and critics have also become relevant to defining best vineyard practices. The transition to quality involves an altogether new approach, which results from new relationships between consumers and producers in a socio-technical network.
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