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 Chile became the fourth largest exporter of wine worldwide in 2013 after the national wine industry displaced Australia to fifth, according to a ranking prepared by the International Organization of Vine and Wine (OIV). Chile also becomes the leader for the first time, among the leading exporter among nations called the New World, such as Australia, Argentina, South Africa, New Zealand and the United States, reports "El Mercurio", according to ProChile. France still rules the roost in exports followed by Italy and Spain.
Australia cut its shipments of wine by 12% in 2013, totaling approximately $ 1,800 million. This ‘poor’ performance was associated with lower demand for its products by the United Kingdom and the United States. The government's austerity measures in China made Australia recorded its first decline in shipments since 2000. According to the report prepared by the OIV, shipments of Chilean wine was around US $ 1,900 million, equivalent to a growth of 1.5% over the previous year, in line with the major wine exporting countries.
Several industry executives agree that among the reasons that prompted the progress of Chile are higher shipments of fine wine ($ 30/ box), which during 2013 recorded a growth rate of 8%, totaling over $ 756 million. ‘The fine wine segment represented 52% of our country which exported mix, unlike 2012, when they weighed 49.5% of total shipments last year, says the Release.
Mario Pablo Silva, General Manager of Viña Casa Silva and domestic market vice president of Wines of Chile explains that one of the objectives of the 2020 strategic plan laid out in 2012 for the international market was to position the Chilean wine industry as a leading producer of premium wines from the New World. "One of the goals was to move to Australia. This confirms that the strategy that the wine industry took has been fruitful, and we've been walking on the path of increasing the average export price and maintaining a good value for money, but more focused on higher end wines, "explains Silva.
He adds that Chile has made a campaign based on the diversity in the corners of the country in which they can produce wines. "Chile is acting in the context of search quality, investing in research and development through the wine consortia. That has made the quality of wines go up steadily. Eventually, when there is consistency, Chile consolidates the brand, and brands are not only deals that go through a period and then disappear. That's what we've been achieving, "he explains.
Price differences
Silva highlights the need for greater investment generated image of Chilean wine abroad. "We especially need government support to enhance the image of Chilean wine. The funds invested in international promotion are not what we want as an industry. Disbursement of Chile is lower than that of Australia and Argentina. Still, Chile and is ranked as the fourth "he adds.
According to a study from Spain Trade and Investment ICEX public business-entity that promotes the internationalization of Spanish companies Chile has one of the lowest average prices among major exporters of wine. The average price of a liter of Chilean wine exported in 2013 reached the $ 3.75, only above South Africa, with $ 2.28 per liter. |