See more: www.cortahojas.com.- Wine producers are seeking to raise the per capita wine consumption 13-17 liters per year in Chile. To do this, they have created a new campaign called “We like wine”, which aims to increase per capita consumption of this product in our country, attracting new consumers, both young men and young women, aged 25 to 40 and bring the wine people through its recreational attributes.
The campaign “We like wine” is driven by Wines of Chile and is part of the Strategic Plan 2020 for the domestic market, which aims to achieve a turnover of US $ 800 million per year (currently $ 500 million) domestically and achieve an annual growth of 7% in sales volume of premium wines.
Currently in Chile 13 liters per person per year are consumed, well below the OECD, and the goal is to have the guild to raise 17 liters at the end of this decade.
According to studies, 42% of women do not drink wine and 58% of young people under 24 years old, either. The wines are not reaching a large market share, because wine is conceived as outdated and traditional. The campaign seeks to change these paradigms and reach the youth market. To meet the objectives, the campaign will be broadcast on social networks and media.