If exports of Argentinean wine are continuing to develop worldwide, the picture isn’t as rosy on the home front. According to figures recently published by the INV (National Wine Institute), domestic wine sales fell by 11% in 2004. Since the late 1980s, per capita wine consumption per annum has dropped from 69 to 32 litres. The province of Mendoza, the country’s chief wine growing area, produced 10% less wine in 2004, translating to 900 million litres, while that of the province of San Juan fell by 18% to 135 million litres. According to local analysts, this decrease is linked to two reasons: new drinking habits (less regular wine consumers) and the increase in retail prices.