Different brands of wines from different wineries are today in non-traditional destinations such as Kenya, Iraq or Indonesia or Denmark, Sweden and Finland. In 2018, Chile closed with an export record of bottled wine for several references in the wine industry. Some vineyards reached more than 100 countries and “exotic” markets represent around 10% of the global market and are growing.
Some Chilean wines are already being sold in Denmark, Sweden, Finland, Norway; Kenya, Nigeria, Ivory Coast, Uganda, Mozambique, Sierra Leone, Angola, Togo, Cameroon, Burundi and Niger. Also in Bahrain and Iraq; Maldives, Laos, Cambodia, Indonesia and Myanmar. Several of those markets were incorporated in 2018, such as Bermuda and Martinique.
Work must still be done to reach agreements that lower tariffs. Work must still be done to reach agreements that lower tariffs.
Chile already has a presence in more than 130 countries and the challenge is to add liters. The main markets for the country are China, USA, the United Kingdom, Germany, Canada and, with a growing presence in Japan, Brazil and Mexico.
The Carmenere and Sauvignon strains are the Chilean insignia, representing 65% of total exports, but the rest must still be developed: chardonnay, sauvignon blanc and malbec. In this Chile leads the advantage to all Latin American countries.
The Chilean wine boom had been coming for years generating a strong demand from different markets.
Growing as a category is what will generate more demand. To achieve that goal, more free trade agreements are required because there are markets where high tariffs complicate production.
On the other hand, the major world exporters recorded a drop in domestic consumption since the 70s and destined the surplus to the world. For example, France went from 150 liters per person to 40 liters; Italy is in 20 liters; Spain in 14 liters and in Chile the fall was 75 to 12. French wines lead export prices (US $ 11,000 million annually); Italy is the largest producer, and Spain leads exports. Chileans sell 90% of their production abroad and Argentina between 20% and 25%.
Although, in general, 2018 was an excellent year in the United States, today, both large and small producers point to different strategies to place their products in relatively new markets while continuing to position themselves in traditional markets.
Depending on the markets, the marketing format of the wines varies: in the United States the sale is highly regulated, in Canada and the Nordic countries it is a state monopoly and in Australia it is only sold in liquor stores.
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