The Chilean wine producers have proposed for this 2019 to continue advancing in the consolidation of the priority markets in what refers to the image of exporter of quality vineyards. For the Chilean wine industry the challenge of 2019 is clear: to continue working so that the country is recognized as a producer and exporter of Premium wines.
The quality of Chilean wine is indisputable. Each time, Chilean wines are more recognized internationally. Today Chile is the number one exporter of the New World. However, the future of bottled wine exports will depend on prices. Therefore, it is essential to improve the image of Chilean wine, which the consumer perceives as high quality and willing to pay more for them.
The 2025 strategy that they have been developing and that will be maintained during the year that begins, is that Chilean wine promotions are made with bottles that have a value of US $ 60 fob a box. This goes hand in hand with promoting the quality and diversity of Chilean wines, also emphasizing that it is a sustainable country, as well as the image and geography and tourism that exists.
It has already begun to perceive a rise in values and thus the average price per box would have gone from US $ 27 at the end of 2017 to about US $ 29 at the end of 2018. Therefore, the bet for this 2019 is to continue increasing this tendency to reach 2025 around US $ 35 FOB, average, per box.
In the Chilean wine export industry the costs have been increasing, due to an increase in areas where improvements are needed. That is, companies are investing more in human capital, there is also an increase in the cost of energy and improvements in sustainability. However, wine prices remained constant and that impacts the margins. Then all this needs to be reflected in the prices.
The main focus will be on consolidating the 2025 strategy in the priority markets that are the United States, China and Brazil; besides England and Canada.
In the United States, Chilean wines must resume the path of growth by increasing market share. When imports were opened, Chile positioned itself very well, because there was a very good quality price ratio, but in the low price segment.
A product that can be enhanced in that country is the carmenere, which could be the rebirth strain in that market. Something similar is required in England, where it is also necessary to boost and improve the average values, which reached US $ 22 per box in that market.
Regarding China, Chilean exports are growing, but the challenge is to maintain that dynamism and keep increasing the presence, especially considering that there is growing competition.
At the local level the challenge, we must improve the internal consumption of quality wines, which has been growing. Responsible consumption is being promoted a lot. It is also essential to continue on the path of sustainability. Progress has been made and Chile is already recognized in several countries for this. This is fundamental for the development of the industry.
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