Wines of Chile is a sectorial brand that promotes Chile's wines internationally and works along the Wines of Chile Association.
It was created in 2002, year in which the international marketing activities commenced for the national wine industry, through a medium- and long-term plan that sought to educate opinion leaders and general public in the main consumer markets, in relation with the potential and strengths of the national wine offer. In 2010 they began to work under the Sectorial Brands Programme.
Through the brand, they seek to rise the bottle’s average price sold in markets abroad, contributing to the positioning of the Chilean wines in international markets. Chile stands out as an only producer of sustainable, diverse and premium quality wines, from elegant cold-climate wines to fruity full-body wines, with a quality and value of great consistency.
Wine is one of the few Chilean products that reach the final consumer's table with the brand of Chile, which makes it a sole vehicle for the positioning of the country's image.
Target markets: Brazil, United States and China.
Main brand's attributes:
Main actions:
In their long-term strategy, the campaigns are intended to the final consumer of the defined target markets, aiming to position themselves with a unique, attractive and differentiating message, that might accomplish a change in the current perception of this category’s value and that allows to stimulate the demand. Wines of Chile has seeked to go from focusing on the product towards focusing on the drinking experience, where strategies and tactics are strongly oriented to the final consumer, with a mix of high impact media on audiences and with content communication, which tells what is Chile and its people through the wine.
