I read an interesting article in USA Today a couple weeks ago while traveling. USA Today actually is pretty fun reading. Anyhow, the article was about the Argentine wine industry and how it has grown over the last 30 years or so. Sue and I have been trying out Malbec's from Argentina lately (including the Norton winery they mention in the article), so I thought it was interesting to read the background on the whole industry. Apparently the wine industry was already pretty big in Argentina, but they generally only sold their wines locally. But a part-time UC Berkeley economics professor put the lesson from Napa Valley into action. Napa was able to elevate their wines to be competitive with those from Europe. He figured, why not do that in Argentina? So he did. And he made an interesting decision in pricing the wine that demanded people respect Argentina's product. Here's an excerpt: By 1990, Catena had returned to Argentina and begun producing wines for sale abroad. As he ...
observations on business, the economy, and entrepreneurship