Going for the Grape: Chile’s Quest to be Top Wine Producer

In Chile on July 3, 2011 by victorialh Tagged: , , ,


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.

One Response to “Going for the Grape: Chile’s Quest to be Top Wine Producer”

  1. You had some really strong examples in this post with your find of the Blogger Tasting event and the “Inspired By The Coast” campaign. Both were nice examples of how social media is helping Chilean wine brands to reach and engage more people through social media.

    I also enjoyed the fact that you found a campaign from another European nation and included that for comparison. The one thing that would make this post stronger is to talk about what some of the common or uncommon elements were between these three examples. One was a direct engagement with influential bloggers in the hopes that they would talk about the wines. The Isla Negra efforts seemed to be more of a consumer co-creation effort. Did you feel that one worked better than another and why? When you share multiple examples, it can give you a great backdrop to then analyze them for yourself and share which you feel are the strongest and weakeast among them. Taking that last step would complete this post and make it a very strong addition this week.

    Also, having some images in the post to demonstrate what these campaigns looked like would be very valuable as well. (4)

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