Chilean producers and exporters are betting that the “commercial war” between China and the US offers possible positive effects.
Chilean wine exporters are developing a strategy that seeks to boost sales with a projection to the year 2025. The objective is to position Chilean wines in the higher value segments, in this way, those products whose value per box will be promoted will be promoted. US $ 60 in strategic markets, such as China, the United States, Brazil, the United Kingdom and Canada.
Some of the changes that have been made to the promotion strategy are reallocation of resources destined to the priority countries to take them to Brazil, since Chilean wine has had a double-digit growth in Brazil and, even, it has gained in market share when the country was in recession.
Of the total imports of wine from that market, Chilean products reach more than 50% and Brazilian consumers recurrently visit local vineyards.
Boosting premium products is another objective, as there are competing countries, such as Australia, which invest more resources in promotion compared to Chile.
In relation to the trade war between the US and China, opinions are divided. Some think it is a good opportunity for markets like Chile, but there are risks, since an eventual improvement in China can mean problems in the United States. If the US markets are more closed, there will be more competition from Chilean wines with American wines. It is much better that these American wines leave your country.
What is coming will be to be seen. Anyway, Chilean wines and especially, Premium Chilean wines are still highly valued abroad, in Asia for example. Similar situation occurs with the bulk wine and the bag in box, whose sales maintain an important growth given its main characteristics of price and internationally recognized quality.
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