Cellar to Shelf is an immersive academic experience that uses Mendoza’s wine industry as a live business case to explore how a regional product creates value across its value chain, builds a distinctive territorial identity, reaches consumers through different commercial channels, and develops opportunities in international markets.
The program combines academic preparation in Buenos Aires with three days of field immersion in Mendoza, where students visit wineries, hospitality and tourism settings, and engage with businesses connected to wine production, commercialization and exports. A final day in Buenos Aires brings together field observations, strategic analysis and a final presentation.
Three Days in Mendoza. One Living Business Case.
Students apply the 5S Observation & Insight Generation Methodology during winery visits, guided field observation, executive workshops and tastings.
The field experience follows the wine ecosystem from production and value creation to hospitality, tourism, commercial channels, sustainability and international positioning.
Economic & Regional Development
Understand Mendoza's wine economy within Argentina's broader regional development and export model.
Commercial Strategy & Shopper Experience
Apply the 5S observation methodology to wine retail and hospitality.
Territorial & Cultural Branding
Explore how the Andes, terroir, place identity and tradition become commercial assets.
Entrepreneurship & Market Access
Examine export pathways and international positioning strategies for wine and related products.
Todo esto está prácticamente en el documento original; simplemente lo haría más homogéneo.
Designed for undergraduate students in:
Also relevant for students interested in Tourism & Hospitality, Agribusiness and Agricultural Engineering.
DAY 1 — Buenos Aires
Academic Preparation
Commercial strategy, 5S methodology and field-preparation workshop.
DAYS 2–4 — Mendoza
Field Immersion
Day 2: Mendoza’s wine ecosystem, business and value chain
Day 3: Hospitality, tourism and customer-experience channels
Day 4: Sustainability, innovation and international positioning
DAY 5 — Buenos Aires
Strategic Integration
Insight harvest, strategic analysis and final presentations, with a visit to Campus Pilar.
By the end of the program, students will be able to:
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