We study innovation and knowledge generation in the quality wine industry in Argentina. The approach followed provides a useful framework to understand innovation at the market and the individual innovator level. We show that the wine quality revolution in Argentina was driven by economic incentives. Wine producers seek for quality as a differentiation mechanism that allows them to appropriate, at least partially, of the return to innovation. We also show that the quality wine revolution of Argentina, involved a series of experimental and rapid conceptual innovations. All the former produced a radical change in the wine industry of Argentina.