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With the process of winegrowing reconversion, a series of transformations take place in the winegrowing complex in the province of Mendoza, Argentina. The massive entry of extra-regional capital, the adoption of quality international, the growing incidence of the external market and the segmentation of demand were processes that changed the characteristics of the social agents and the socio-economic relations in the winegrowing complex. Shaping a new physiognomy of the social structure framed in the confluence between the declining productivist paradigm of quantity and the emerging differentiating paradigm of quality. With thus, the importance of social agents changes, some gain relevance becoming dynamizers of the complex, others are harmed and are relegated. Reconfiguring a structure of the agro-industrial wine bourgeoisie in the post convertibility which we will seek to specify in this article.
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