Wines Of Chile


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Wines of Chile Presentation. Bloggers are gatekeepers??!?

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  • Superficie 2007: 117.558 vides vinificacion de las cuales el 36% corresponde a CS (ubicado ppalmente en ohiggins y maule), 11% Merlot y 6% carmenere. DE las uvas blancas, SB corresponde al 8% y Chard al 7%. E s timado 2008 (por el SAG): 118.700 HA.
  • Maule, Colchagua y Curico representan las mayores superficies
  • C ifra 2009 produccion: 986 mm litros (860 corresponden a vinos con D.O) Consumo estable, fluctua entre 190 y 298
  • Los ppales merados son donde tenemos oficina y agencia. Como proporción del volumen, sigue siendo UK el primero
  • I maenes de estudios y seminarios
  • Informe IRI
  • Wines Of Chile

    1. 1. Claudia Soler Planning and Research Manager WoC THE CHILEAN WINE INDUSTRY
    2. 2. <ul><li>Surface increase from 54.000 (1995) to 118.000 hectares (2007) </li></ul><ul><li>Growth in wine production from 382 millions of liters in 1996 to 961 millions in 2009 (8,9% annual growth) </li></ul><ul><li>Moderate growth in domestic consumption from 218 million liters in 1995 to 298 millions in 2007 (2,6% annual growth) </li></ul><ul><li>Wine Exports : Represent 2.8% of total chilean exports and 11% of agroinduustrial exports. They grew from 129 to 615 millions of liters and from US$182 millions to US$1.360 millions in 1995 – 2009 (17% annual growth). 85% is bottled wine. </li></ul>CHILEAN WINE INDUSTRY
    6. 6. <ul><li>Total Exports by Product (MAT August 2009) </li></ul><ul><li>Bottled vs Bulk </li></ul><ul><ul><li>Volume: 1,5 times </li></ul></ul><ul><ul><li>Price per Liter: 4,6 times </li></ul></ul><ul><ul><li>Value: 6,7 times </li></ul></ul>CHILEAN WINE INDUSTRY
    7. 7. <ul><li>Chile is the country with the biggest export/production proportion : 68% </li></ul>CHILEAN WINE INDUSTRY
    8. 8. Vinos de Chile A.G.
    9. 9. <ul><li>The Vinos de Chile Trade Association ( ) is a private, not-for-profit entity that represents the country’s vitivinicultural producers. </li></ul><ul><li>It was created on April, 2007 after an historic agreement between the two pre-existing associations—both now inactive—Viñas de Chile A.G. and ChileVid A.G., which allowed Chilean producers to unify the industry’s representation for its trade and promotional efforts. </li></ul><ul><li>Vinos de Chile currently has 89 member wineries, which represent over 92% of Chile’s exports of bottled wine. </li></ul>Vinos de Chile A.G. – Description
    10. 10. <ul><li>To facilitate the growth and strengthening of Chile’s wine industry, participating in the analysis and development of relevant governmental policies, trade negotiations and regulations. </li></ul><ul><li>To promote Chilean wine in the domestic and international markets. </li></ul><ul><li>To coordinate the research, development and communication of new technologies and best practices throughout the industry’s chain, from production to marketing. </li></ul><ul><li>The promote the advancement of industry workers through technical training, certification, and other instructional programs. </li></ul><ul><li>Take leadership in developing the environmental, social and sustainability standards for the Chilean wine industry. </li></ul><ul><li>To communicate valuable information to its members. </li></ul><ul><li>Be a meeting point for its members and guide them in the different phases of the business without affecting their individual identities. </li></ul>Vinos de Chile A.G. – The Association's Role
    11. 11. AREAS OF THE ASSOCIATION Vinos de Chile A.G.
    12. 12. Vinos de Chile A.G. – Organisation
    13. 13. Wines Of Chile
    14. 14. Mission and Objectives of WoC <ul><li>Mission: </li></ul><ul><ul><li>Strengthen the category of Chilean Wines in International Markets by Increasing Brand Value and Improving Industry Exports and returns. </li></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>Reach a level of exports FOB by 2012 of US$ 1,700 millions, increasing the average price (10% annual growth in value) </li></ul></ul><ul><ul><li>Increase and strengthen the image of “Chilean Wine”, positioning Chile as a quality producer with great value wines in every price bracket, specially in the segment between USD 12 and USD 25 retail. </li></ul></ul>     
    15. 15. Strategies <ul><ul><li>Improve positioning in key segments (Press, Buyers, Sommeliers & Consumers) through a mix of educational programs aligned with the desired positioning. </li></ul></ul><ul><ul><li>Develop strategies to penetrate principal distribution channels: </li></ul></ul><ul><ul><ul><li>On-Trade: stimulate demand through better exposure & education </li></ul></ul></ul><ul><ul><ul><ul><li>Create and nurture memberships with members of the on-trade. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Build interest in tasting and experiencing more Chilean wines. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Reinforce the use of this information as a sales tool/argument. </li></ul></ul></ul></ul><ul><ul><ul><li>Off-Trade (supermarkets and specialty shops): stimulate demand through education and promotions </li></ul></ul></ul><ul><ul><ul><ul><li>Educate the educators (Distributor training) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Reinforce the “Outstanding Value” message in all price ranges </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Actions to support points of sale </li></ul></ul></ul></ul><ul><ul><li>Country Image: Incorporate the positioning of wine, the country’s differentiating attributes, geography, culture, and people and invite people to experience Chile and its wines. </li></ul></ul><ul><ul><li>Price focus for activities: ALWAYS above USD 10-12 retail </li></ul></ul><ul><ul><li>Geographic focus in each market </li></ul></ul>
    16. 16. Programs <ul><li>WoC has programs operated by marketing and public relation agencies in: </li></ul><ul><ul><li>Canadá, operated by three agencies in Vancouver, Montreal y Toronto </li></ul></ul><ul><ul><li>EE.UU. with an agency in Nueva York </li></ul></ul><ul><ul><li>Ireland </li></ul></ul><ul><ul><li>Denmarc </li></ul></ul><ul><li>An office in UK (London) and US (NY) </li></ul><ul><li>With ProChile we cover 12 to 15 complementary markets in Asia, Latin America and Europe </li></ul><ul><li>The main focus of most of the activities is to educate and to influence the gate keepers , with only a few activities with focus in consumers. </li></ul>
    17. 17. <ul><li>PROWEIN (Germany), 39 a 31 de March, 33 wineries </li></ul><ul><li>LIWSF (UK), 12 a 14 de May, 31 wineries </li></ul><ul><li>VINEXPO Bordeaux (France), 21 a 25 de June, 20 wineries </li></ul>Wine Fairs
    18. 19. <ul><li>Annual Tastings : NY (june), Londres (sept.), Irlanda (march), Vancouver, Montreal and Toronto (Oct.) </li></ul><ul><li>Regional Tastings and seminars in all markets </li></ul>Tastings and Seminars : Education, Education, Education Tasting NY Tasting Londres Tasting NY Seminar Copenhague Tasting London
    19. 20. Tasting Irlanda Seminario Copenhague Vancouver Montreal Toronto
    20. 21. On-Line Blogger Tastings
    21. 22. Bloggers
    22. 23. 2 USA Sommelier Summit <ul><li>Total Immersion: Wine, Food and Culture </li></ul>
    23. 24. Market Intelligence !! Helps the decision making …. <ul><li>Brasil </li></ul><ul><li>Japón </li></ul><ul><li>Corea </li></ul><ul><li>Rusia </li></ul>
    24. 25. <ul><li>Consumer research in Canada </li></ul><ul><li>On trade Research in the US </li></ul>Seminar for small wineries
    25. 26. <ul><li>Irlanda, UK, USA </li></ul>Press Tasting : Irish Times Irish Examiner
    26. 27. On trade Promotions : creating oportunities <ul><li>Salud! Chile: NYC - Washington (18-30 sept.) </li></ul><ul><li>Legal Seafoods - USA </li></ul>
    27. 28. <ul><ul><li>UK: Harrod’s </li></ul></ul><ul><ul><li>NY: Salud! Chilean Wine Fest (15 retailers) </li></ul></ul>Point of Sell Promotion : Facilitating the trial
    28. 29. Wines of Chile Awards <ul><li>January 2010: Focus Canada </li></ul><ul><li>10 judges </li></ul><ul><li>Canadian Market Seminar </li></ul><ul><li>111 wineries </li></ul><ul><li>467 wines </li></ul>
    29. 30. Conclusions <ul><li>The future for Chilean wines is bright: </li></ul><ul><ul><li>Optimal climatic and geographic conditions to grow grapes </li></ul></ul><ul><ul><li>High level of investment in infrastructure and human resources </li></ul></ul><ul><ul><li>Grapes planted looking for optimal terroir </li></ul></ul><ul><ul><li>As a consequence quality keeps on improving </li></ul></ul>