Chile: Trade Talk 3

WE ASKED: “What techniques should Chile employ to continue to increase market share in the UK?”

“Chile has to continue to strive towards delivering the best quality possible at lower and intermediate price levels. Pinot Noir in particular can be a real shop window for Chile. Michel Laroche was initially attracted to Chile because of the potential to develop excellent quality without European restrictions. With the skills of a top winemaker (Julian Grubb), this opportunity allows them to compete with the world’s premium-quality wines, but at a lower price point.”
Tony Cloke, trade marketing, Bibendum Wine

“Increase knowledge of the market and take advantage of the opportunities before another New World wine country does (which is happening right now with Australia). Be more innovative in the use of different grapes and blends, looking to deliver more exotic products. New World wine must be different and cool. Finally, reinforce the message that Chilean wine is ‘the better value in the UK market’ via the media, PR agencies, Wines of Chile, etc.”
Américo Hernández, export manager UK, Viña Ventisquero

“Continue to raise Chile’s profile with more innovation in terms of blends, more regionality and better packaging with a constant eye on quality. There is still plenty to be done in terms of image and identity and an ongoing need to make Chile a destination wine ‘hot spot’. This will lead to more excitement and interest in the country. We all have a part to play
with PR and the press, but it would be great to get a national campaign to put Chile on the map.”
Tracey Smith, Viña Carmen brand manager, Stevens Garnier

“The industry needs to work together to build awareness and image to create more long-term, sustainable growth. Innovative product development, interesting grape varieties, appropriate packaging, and ‘out of store’ activity create interest and excitement. The deep price cuts that you can see on some Chilean brands will give short-term, quick wins on volume, but do not offer sustainable growth and are unlikely to help grow value share.”
Lynn Murray, marketing controller,Hatch Mansfield

“Chile needs more brands. This may sound simplistic, but if one looks at the latest ACNielsen data, the countries demonstrating good growth are those that have several brands performing day-in, day-out. Once more volume growth has been achieved, more refined marketing strategies can be employed. Chile could perhaps benefit through more Chile-specific retailer promotions, and by separating itself from the South American theme where possible.”
Greg Wilkins, director, Brand Phoenix

“Chile can make itself much more accessible to the  mainstream UK consumer. Brands could be marketed in a more appealing way, creating an emotional hook, rather than just concentrating on heritage. Also packaging tends to look more traditional and serious, with the danger of being intimidating to the consumer. This does have its place, particularly in more premium ranges, but there appears to be a gap for a truly customer-focused brand at a mainstream level.”
Caroline Stranders, brand manager,Santa Carolina

© db September 2006