The international strategy of the Chilean wine exporters will concentrate on products over US $ 60 per box. The guild that gathers the Chilean wine exporters is going through a period of transformations and modernizations.. Learn more about chilean wines and premium wines. Visit www.cortahojas.com
Annually, the Chilean exporters invest US $ 6.3 million in international promotion, an amount that is valuable, however it is not enough in comparison with the expenditure made by direct competitors of Chile – such as Australia or New Zealand – in foreign markets. Australia invests in China, which is a key destination, 40 times more than the resources that Chile is investing.
International Strategy of Chilean wines
The new refocus on the Chilean international promotion strategy is aimed at ensuring that all spending and promotional activities carried out in foreign markets are made with wines whose value per box exceeds US $ 60 FOB. The main reasons to make premium wines more visible are to promote the creation of product value and loyalty with the consumer. This does not mean setting aside wines of lesser value. What is sought to show the wines of greater value is to raise the average price, which benefits all local products and even the entire value chain.
The joint vision is to promote high value wines abroad, promote them in strategic markets and base the strategy on aspects such as diversity of strains and sustainability. If promotion is not done, each company will invest on its own with a different orientation. That may be good for a vineyard in the short term, but in the medium and long term it does not work.
Learn more about chilean wines in cortahojas.com