Wines of Chile USA Capitalizes on Sales Momentum With New Fall Programming

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With Chilean wine sales on the upswing in the U.S., reversing a 10-year trend (source: NABI: U.S. Duty Paid Imports, Alcoholic Beverages), Wines of Chile USA is launching a series of initiatives over the remainder of 2020 to capitalize on momentum.

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With Chilean wine sales on the upswing in the U.S., reversing a 10-year trend (source: NABI: U.S. Duty Paid Imports, Alcoholic Beverages), Wines of Chile USA is launching a series of initiatives over the remainder of 2020 to capitalize on momentum.

Wines of Chile USA’s New York-based Executive Director Julio Alonso gives an overview of recent and upcoming activities. “Building on our stable position in the U.S. market, our objectives are market access support, premium positioning with a focus on sustainability, and an increased penetration of premium wines. Each program is designed with those clear objectives in mind. A roadmap is imperative, especially in the current circumstances.”

According to a Oomiji Survey released in August, 24% of importers reported placing greater emphasis on wines from South America – the top-ranked source of origin, with Italy a distant second. This presents an opportunity for Chilean producers, notably the country’s rising number of smaller, boutique wineries. To take advantage of this trend, Wines of Chile and ProChile will host virtual “Wine-to-Win Meetings,” designed to match producers with U.S. importers. However, with Wines of Chile increasingly dedicated to building up the image of the country’s wines over the long-term, Alonso notes that while import numbers are important, the primary focus is on reach, impressions, brand consideration, and brand metrics in general.

To support those goals, Wines of Chile USA is undertaking three programs this fall, including strategic partnerships with Wine.com, Gary’s Wine Marketplace, Wine Spectator “Straight Talk,” and VinePair. Each initiative is directed at reaching out to potential new consumers of premium Chilean wines. An early adapter to the world of online sales, Wines of Chile USA has entered into a long-term alliance with Wine.com, with the online retailer now offering over 150 Chilean SKUs following the success of a May 2020 promotion in which the category grew an impressive 561% over the same period last year. More than 9,000 consumers, including many from California – a key audience – bought a bottle of Chilean wine. Building on the success of the spring campaign, Wines of Chile USA’s new fall campaign with Wine.com, pairing Chilean Cabernets and red blends with barbecue, is now in full swing.

Concurrently, Wines of Chile USA and Gary´s Wine Marketplace are co-sponsoring “Straight Talk,” Wine Spectator’s Instagram TV program. Between Gary’s robust online presence and Chile’s ability to offer a diverse range of wines across the price spectrum, this strategic partnership is proving a win-win for all. The number of Chilean wines has increased substantially on Gary’s shelves, as an estimated 10 million Wine Spectator followers are being reached. The third consumer outreach, in partnership with VinePair, also highlights the diversity of Chile’s offerings, via a fun online quiz that matches your personality to the perfect Chilean Cab for your steak night.

In the next six to eight months, Wines of Chile will also partner with a leading Midwest retailer on a series of online and in-store events. And, of course, Wines of Chile will have a large presence at Vinexpo NY in February 2021.

About Wines of Chile: The mission of Wines of Chile is to promote the quality and image of Chilean wines throughout the world. With offices in the United States, China, the United Kingdom, Canada, Brazil and Chile, the organization, working closely with ProChile, develops and offers promotional and educational programs. Its members represent over 75% percent of Chile’s bottled wine exports.

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Kate Corcoran
Creative Palate Communications
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