Who doesn’t enjoy a glass of wine after a long day’s work or with a five-course delicacy? According to The International Wine and Spirit Research firm (UK) it’s many of us. Global wine consumption has increased over the last ten years and isn’t expected to stop in the near future. By 2014, IWSR predicts that global consumption will reach nearly three billion cases of wine.
That’s a lot of wine and it translates to an exponentially growing market of consumers. As the spirits industry increasingly joins the Web 2.0 wave, naturally, wineries are targeting this open market.
Among the top ten wine producing countries is Chile, whose vineyards date back to the 16th century. Recognition among any top ten lists is quite the accomplishment for most, but not for Chile’s wine industry. The South American game player wants to be the number one producer of quality fermented grape juice.
Wines of Chile, the promotional organization of the region’s industry, is leading the way in the pursuit of securing more global customers. This year marked the organization’s 5th Annual Online Blogger Tasting that creates quite the online conversation.
Private wineries are taking their own approaches to reaching distinct audiences across the globe.
Isla Negra Wines, produced southwest of Santiago, turned to social media to reach the UK audience with the launch of its campaign, “Inspired by the Coast.” The multi-platform promotion focused on imagery while the brand’s Facebook approach, taken in 2010, emphasized the importance of relationships to the brand that prides itself on value and quality. A year later, the brand only has 200 fans but it’s recognition of the advantages of social media is the start that Chilean wineries needs to reach its goal of ousting France and/or Italy come 2020.
In countries such as the Netherlands, where wine brand GatoNegro launched a social media campaign, the spirit industry must be extremely cognizant and strategic of its online marketing tactics as the legal drinking age varies depending on alcohol by volume (ABV) index. When ABV is 15 percent and under, 16 year olds are legally permitted to consume alcohol but once it exceeds 15 the age is increased to 18 years old.
Quite contrary to the United States’ legal age of 21 years old, the United Kingdom permits alcohol consumption at the tender age of five when the drinking is done in private.
On one hand the varying age restrictions provide ample opportunity for Chile to successfully market its products to the world, but that’s quite a fine line to walk.
With appropriately identified audiences and customized strategy, Chile can change the grape world.