The Leading Wine Cooperatives in Argentina and Europe: What Are the Strategic Choices to Penetrate the Distribution Channels in the United States and Canada?

Abstract

This work focuses on understanding the different strategies adopted by wine cooperatives located in Argentina and the main E.U. wine countries for penetrating international distribution networks in the U.S. and Canadian markets. This study adopts a contingency framework integrating a stakeholder approach for the understanding of the logic behind a cooperative’s strategies to penetrate distribution networks (wholesalers, importers, and alcohol monopolies). This empirical study is based on the analysis of still and sparkling wine exports to the U.S. and Canadian markets, covering a period of approximately 54 months (2017–2021). The sample includes the analysis of more than 7000 containers shipped by the leading wine cooperatives in each individual country. The findings suggest the existence of heterogeneous choices in the distribution networks among wine cooperatives but also uniqueness related to the nature of the type of products marketed (still wines, sparkling wines, etc.) as well as the nature of the geographic origin of wine cooperatives. More precisely, the distribution of wine cooperatives in the U.S. and Canada shows different patterns. This investigation contributes to a better understanding of the behavior of wine cooperatives in marketing channels and to the literature on buyer-driven chains. It provides insights into the strategic choices of wine cooperatives and contributes to wine policies by providing insights on the modalities for the financing of the promotion of cooperative wines in non-E.U. countries.

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