How inspirational women lead the way for Wines of Argentina

During International Women’s Month, the drinks business shines a light on the women from Wines of Argentina (WofA) who deserve recognition for their dedication and hard work in making sure that the quality and diversity of Argentinian wine is revered around the world.

The driving force behind promoting Argentinian wine is a team primarily made up of women. In a part of the world where female winemaking leadership is de rigueur, it is particularly apt that the influential people showing the rest of the world what equality and diversity truly looks like are the ones who, in many other nations, are frustratingly oft-considered a minority. Instead, in Argentina, history and tradition gives way to advancements and fairness and where women forge a new path into the future, eradicating the macho vernacular of days gone by. There is a lot we can learn from Argentina in terms of viticulture, granted, but there is also so much we can learn from its female workforce. After all, with determination, women show other women what equality looks like.

According to Sofía Brazzolotto, senior hospitality assistant at WofA, the reward is in seeing the results, because helping people discover and appreciate Argentinian wine also gives them a chance to experience how culture and people are interlinked with its winemaking and identity as a country. She explains: “I enjoy not only how my work impacts the general recognition of the Argentine wine category abroad but also the impact of the travel experience we offer for people coming to our country to deeply discover our wines and culture.”

Soledad Juncosa hospitality manager at WofA agrees, noting how well the team works together to “create unforgettable memories” and essentially when “people uncork and taste a bottle of Argentine wine, wherever they are in the world and they can communicate what Argentine wine represents”.

Yael Doctorovich, who works in the hospitality area of WofA together with Soledad Juncosa and Sofia Brazzolotto, takes care of “all the logistics of planning visits from abroad” which includes making sure “buyers, sommeliers, MWs, wine critics [and] journalists” all experience Argentina’s wineries in a way that best reflects its rich eclectic nature and culture.

“We are in charge of coordinating and putting together the agendas for these people. From the purchase of airline tickets, hotel reservations, transfers [and] schedules,” Doctorovich explains, adding that the team is “also in charge of communicating with all the wineries involved in these agendas” essentially becoming the key “intermediaries in the communication”.

There is also the resounding sense that all of this good communication stems from a working environment that nurtures people and empowers them to move things forwards.

Analía Lucero, market liaison manager at WofA, describes the women she works with as “good people, responsible, organised [and] strong” noting that it is the team that “inspires me to continue working hard” and admits that this taps into her sense of purpose and accomplishment. She explains: “I also really like challenges and to think of solutions,” so WofA is a good fit because it upholds and elevates “the common good of the people and of the wine industry”.

Carolina Tonnelier, Brazil and Latin America manager at WofA says that as a team everyone aims to “practise what we communicate” and this includes upholding core values surrounding “sustainability [and] equality” which, in so many ways “begin inside the office”. According to Tonnelier, “this gives extra energy and force to everything we do”. Primarily, because it is a team that genuinely sets the tone for best practice. Added to this, “the team is dynamic, focused [and] really dedicated”.

WofA seems to have a knack for helping people deserving of praise within the industry to be seen and celebrated for all their efforts. This means all people, with no one overlooked. According to Juncosa, there is a “commitment to showcase small producers as well as the women who work in our vineyards and wineries” to level the playing field somewhat. Juncosa explains: “Although our team is made up mostly of women, this is not an exclusive condition” and reveals that “the last staff search that we did in the hospitality team was done blind with CV applications” because WofA “values abilities and skills above gender”.

Lucero insists that there is a level of support among the team that means that they know they can rely upon one another and yet also speak with candour. She says: “We are like a second family and we trust each other and we can say what we think because we know we push together in the same direction.”

Doctorovich assesses how “there is an energy” and “a lot of diversity and different personalities” within the team at WofA and that is one of the things she likes the most. She observes: “We are all so different and that brings a different vision and that helps a lot to have different points of view.”

The positive feedback WofA receives, based on its proactivity, shows that many people think the team is bigger than it actually is in reality.

Natalia Oviedo head of digital marketing at WofA says: “We have been lucky enough to form a beautiful working group, very humane and supportive. We have worked together for many years, managing to carry out incredible events and campaigns. People who know us are always surprised when they get to know that we are very few people in this team” admitting that lots of people think there are around 100 people working at WofA, when really, there are “only 11 in Mendoza plus different external collaborator”.

Juncosa says that this symbiosis and keen efficiency is due to most of the team having worked side-by-side for more than 10 years.

“Each one is a key piece contributing synergy into the professional growth of the team” she muses, adding that “respect and empathy are the outstanding values of the team.

Brazzolotto echoes this and says that working alongside a team of leading women is “really inspiring” and remarks on how “professional, detail-focused, and committed” each person is at their job, noticing how everyone at WofA is “always trying to take it to another level” and its staff “works in a very collaborative way”.

Paula Valle market liaison assistant at WofA says that the defining features of the team is that everyone “thinks and plans big without neglecting detail and warmth” calling the women at WofA both her “inspiration and security” and a team who “creates a support and containment network”.

Romina Belén Ruiz market liaison assistant at WofA agrees, adding: “I think that empathy, support and collaboration are the key success factors in our consolidated team. We learn and respect each other, acknowledging and empowering our areas of expertise. It’s inspirational and motivating.”

Additionally, for most of the team their dedication is also about commitment to the prosperity of Argentinian wineries and a chance to amplify the efforts of the country’s most gifted winemakers.

Juncosa explains how she feels “a commitment to Argentina from north to south” and this includes a passion for “its history, culture, diversity, gastronomy, the captivating landscape, [and] the people…as well as new wine projects with great potential linked to regions and varietals” – there is, after all, much to promote to the world.

Tonnelier admits that “the challenge is huge and [yet] never boring” because the “work is never the same” and the team has a mission to help all the wineries which is essentially “inspirational in itself”. She remembers: “When I entered WofA, I was told to ‘think big’, and that’s what we do”.

It still needs to be admired, however, the sheer womanpower it has taken to get to this point. As Valle attests: “It is challenging to communicate Argentine wine to the world, but doing it with creativity and commitment is what hooks me,” highlighting how, despite the progress WofA has already made, the team is “professional” and everyone works “with enough humility to continue learning and growing”.

Due to WofA’s attitude towards hard work being recognised, whatever the size of the winery, or however rural, there is a huge commitment towards getting them seen by the world’s tastemakers. And to advocate for more and more people to learn and discover Argentinian wines and taste the diversity.

Juncosa points out: “We have in our hands the opportunity to connect the women and small producers of our industry with wine specialists of the world. This is our challenge” but one that is clearly incredibly fulfilling. She adds, after all, everyone at WofA has “a deep respect and admiration for the women who have worked in the wine industry and the women who are currently working in it”.