The promotionalorganization, which represents 95 percent of Chile’s wine industry, has a goal of doubling sales to US$3 billion through a three percent average increase in price and a six percent increase in volumegrowth over the next 10 years.
The 2020 strategy incorporates small and large growers, suppliers, exporters and national vineyards behind a common goal of reinforcing Chile’s wine image andpositioning it in the world-class category, while also strengthening the image of Chile.
Because of its diverse and varied grapes from each of the country’s regions - particularly itstrademark Carmenere grape - Chile and wine are already inextricably linked. According to Wines of Chile, wine represents 2.6 percent of the country’s total exports, totaling around US$1.5 billion annually.
The goal now is to educate consumers around the world about the quality of those wines.
Promotional campaigns are being rolled out, such as one for the UK market that highlights how a glassof Carmenere pairs perfectly with spicy foods, especially curry. Sales of Chilean wine have already been doing well there, as well as in India. Market share amongst Indian wine consumers has growngradually from the sixth largest supplier in 2004 to the fourth largest in 2008, with nearly 5 percent of the market share.
A large part of the promotion campaign is familiarizing consumerswith Chile as a country, So it is important to show off the country’s food culture, festivals and tourist opportunities that can be tied in with wine tours.
In parallel to this 2020 strategy,the industry is developing a new Sustainablity Code that will evaluate the three major areas of sustainability in wine production: concern for the environment, social responsibility and economic...