Mario Pablo Silva: “Chilean wine has become the best ambassador to Chile"

Maintaining international interest and annual growth; a great development in China; and leading with 54% of the marketshare in Brazil; are just some of the milestones in the industry in 2016. Strengthening recognition and the image of Chilean wines in priority markets including the USA, Brazil and China are some of the challenges for 2017.

With a 4.8% growth in exports totalling over USD$1.35m, Wines of Chile President Mario Pablo Silva celebrated the achievements of the Chilean wine industry at the annual Wine Gala meeting. "This shows that our objectives and goals to position Chilean wine abroad are prevailing more than ever," he said. "We still have to continue growing in China, considering the consumption per capita is low and it is a market with a lot of potential; and we will continue with the positioning of Premium wines of quality in our priority markets including the USA, Brazil and the UK."

One of the great milestones reached this year by the Association was a sharp increase in the sale of sparkling wines, with a growth of over 14% by volume, and over 12% in value. In Brazil, Chile is now leading in the sparkling wine sector with 53% of the marketshare. The success has driven Wines of Chile to work on developing a brand 'Espumantes Chile'. 

According to projections, Chilean wine should see a 6% annual growth. "Wine has become the greatest ambassador of Chile par excellence, present in more than 150 countries. Last year, 1.9 million people enjoyed our wine, developing our position based on our four pillars: Quality and Diversity; Country Image; Sustainability; and Innovation."

During 2017, Wines of Chile are launching a digital campaign focused on the consumer - especially the Millenials - in their key markets of Brazil, China and the US. The concept is Love Wine, Love Chile. The focus will be on sparkling wines too throughout the next year. "In the sparkling sector, we maintained a positive trend in growth with an important increase in sales in September of 28.7% in volume and 2.6% in price, which gave a 32.1% increase in value in the category."

Local Market

Chile continued as market leader in national consumption of wine, and sales in 2015 reached USD$516 million, with a volume of 241 million litres sold. The domestic campaign "Nos Gusta el Vino, Así Asá” continued its development and is focused on the millenials.

This year for National Chilean Wine Day more than 5000 people celebrated across the country with events in the wine valleys and wineries for 4th September.

"As an Association we are conscious of the challenge to increase responsible consumption of wine in the domestic market. This is the objective of our campaign, 'Nos gusta el Vino', in which we are trying to update the image of wine in the national market and incorporate it into our daily lives as something relaxing to be enjoyed in different situations."

Sustainability

There are more than 60 wineries and vineyards now fulfilling the Sustainability Code, which means that 70% of wine exported follows these strict standards of sustainable management. "We are the only country in the world that exports 70% of wine under strict parameters of sustainability. This, in the future, will continue to bring us benefits considering that today this is a priority concern not only in the wine industry, but in all the industries."

Wine Tourism

Between 2005 and 2015 there has been a 21.3% annual increase in the number of visitors to national wineries, strongly influenced by Brazilian tourism which represents 42.8% of the annual total visitors.

Human Capital

The 2020 Strategy, according to Mario Pablo Silva, is already showing results. OTIC Chile Vinos has already trained more than 55,000 workers - which is more than half the total labour force in the sector. It has also certified another 6,500 workers for their qualifications related to the sector.

"Today we have 30 profiles in the sector, supported by the wine industry, with formative plans for each of them which means we can train our workers in specific roles and they can effectively respond to the necessities of the company."

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