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Montevideo, April 26th 2017 - 19:27 UTC

China becomes Chile's leading wine market ahead of United States

Saturday, April 15th 2017 - 07:39 UTC
Full article 3 comments
Under the banner “Love Wine, Love Chile,” the campaign targeted consumers between the ages of 20 and 35 Under the banner “Love Wine, Love Chile,” the campaign targeted consumers between the ages of 20 and 35
“The wine market that is growing so dynamically in Asia is today driving consumption”, said Chilean winemakers, Vinos de Chile “The wine market that is growing so dynamically in Asia is today driving consumption”, said Chilean winemakers, Vinos de Chile
Last year, Chile, the world's fourth largest wine exporter, saw a 4.8% increase in wine exports by the liter, bringing in some US$ 1.35 billion in revenue Last year, Chile, the world's fourth largest wine exporter, saw a 4.8% increase in wine exports by the liter, bringing in some US$ 1.35 billion in revenue

China overtook the United States in 2016 to become Chile's No. 1 wine market, Angelica Valenzuela, commercial director of Vinos de Chile, said. Wine consumption in China grew 13.8% last year, Valenzuela told reporters at a press conference organized by the Imagen de Chile Foundation, an agency charged with promoting the national brand

 “The wine market that is growing so dynamically in Asia is today driving consumption”, said the official, whose industry group represents Chilean winemakers.

Last year, Chile, the world's fourth largest wine exporter, saw a 4.8% increase in wine exports by the liter, bringing in some US$ 1.35 billion in revenue, according to the Vinos de Chile.

“Our goals and targets for positioning Chilean wine abroad are now more effective than ever. Still, we have to continue to increase our growth in China, keeping in mind that per capita consumption there is still low, and it is a market with a lot of potential,” said Valenzuela.

In 2016, with the backing of export promotion agency ProChile and the foundation, Chile's wine industry launched its first ever international ad campaign targeted directly at consumers in key markets, such as China and the United States.

Under the banner “Love Wine, Love Chile,” the campaign targeted consumers between the ages of 20 and 35 with a message touting the quality, diversity, innovation and sustainability of Chile's wineries.

This year, Vinos de Chile plans to continue to promote national wines with events planned in priority markets, including China, the U.S., Brazil, Canada and Britain.

The main goal is to consolidate Chile's image as the leading producer of varied, sustainable, premium wines in the “New World,” which includes Europe, the U.S., Australia, New Zealand and South Africa.

So far this year, exports have continued to grow, with volume and sales to China up 25.1% and 38%, respectively; while those numbers registered 18.8% and 36.6% for the United States, and 21.8% and 33% for Canada.

What segment of the population is driving growth? Millennials between the ages of 31 and 35 who purchase over the Internet, where costs are invariably lower than at more traditional brick-and-mortar retailers, according to Valenzuela.

 

Top Comments

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  • The Voice

    Funny that, when I was last in Chile last year I was told in a vineyard that the UK was the largest market for Chilean wines. Perhaps they tell everyone that?

    Apr 15th, 2017 - 09:36 am 0
  • ElaineB

    No, we are right up there but I can understand why China has taken over the No.1 spot. The reason the U.S. has dropped is that a lot of the wineries in Chile no longer ship there. The U.S. has always made it difficult, preferring to promote their own wines. Shipping laws vary from state to state so I think the complications made it not worth the effort. Even tourists visiting Chile and Argentina can only take two bottles back in their luggage (before duty is added). Meantime China has a huge growing middle class with a taste for wine.

    Apr 15th, 2017 - 02:13 pm 0
  • Kanye

    California produces excellent wines, themselves, and it even has a large export market. That's correct, they do not seem to have a Federal board that buys and regulates wine from abroad.

    China is quite different and 4x the population

    Apr 16th, 2017 - 02:48 am 0
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