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NEW NORMAL

was in full swing when mandatory isolation Florian Kopp Westend61
was decreed at the national level on March
20 and lasted for several months. Fortunately
the food industries were allowed to continue
working and producing. COVID-19 impacted
all activities in the sector. The number of em-
ployees per sector and shifts could not exceed
certain quotas, they worked 24 hours a day
with all the necessary care to prevent contagi-
on among workers.
Many workers who normally come from
other regions to carry out the harvest, had
problems returning to their places of origin
because provinces had varying guidelines
concerning the pandemic. The context was to-
tally new and required adjusting to new secu- Harvesting is a really hard job in Argentina. The
rity, logistics, and economic measures. vineyards have often high management and the
During the pandemic, the export of wine workers have hands over their heads.
in general grew, in volume and FOB value,
and the bulk modality became the engine volume to accompany much more of their
of the recovery. In 2021 there is uncertainty meals with wine.
about how external demand will behave. Wi- There was a growth in e-commerce, a moda-
neries began direct to consumer campaigns lity that proved true in the wine trade as well.
with interesting prices and promotions which Online meetings and live tastings were ge-
translated into an increase in domestic con- nerated and a much more widespread where
sumption, after years of decline. The people, oenologists presented their wines and shared
forced to stay in their homes, began in higher their experiences. ƅ

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