Asia is one of the five priority markets for the Chilean Wine Association. “Wines of Chile” (WoC) will seek to expand into China and new Asian markets in the coming months, focusing on South Korea, Japan, and a nascent sector of the Association of Southeast Asian Nations (ASEAN).
High-quality and sustainable positioning will be developed to allow the Chilean wine sector to achieve a greater market share and create value.
After two years of online meetings, this is the objective of the Wines of Chile Summit 2022, one of the most important meetings of the year for the local wine sector, where each of the strategic markets will be analyzed in depth and tools will be provided to strengthen the promotion and image of Chilean wine in the world.
At the event, the president of “WoC”, Aurelio Montes, analyzed the sector’s current situation and gave a positive outlook on the challenges ahead.
“I do not doubt that we will successfully overcome this cycle marked by unfavorable exogenous conditions because we have the attitude and the firm conviction, but above all, we have a quality product that is recognized in all the markets where we operate,” he said, pointing out that Asia is one of the markets that are beginning to recognize the Chilean product and represents a great opportunity; a continent that, according to the executive director, was not considered by the Chilean wine industry twenty or thirty years ago.
As for the figures, “WoC” acknowledged that wine exports to China gradually returned to pre-pandemic levels. Shipments to China, South Korea, and Japan already account for 29% of Chilean wine producers’ exports.
In addition, thanks to the ban on exports of Australian wine, Chilean wine has positioned itself in second place in preferences, only behind France, with 3.7 million 9-liter cases in the first half of the year, a figure one hundred and fourteen percent higher than at the same time in 2021, with a value of US$141 million.
Japan is also a strong market today, with Chile ahead of France with sales of 2.2 million cases (of 9 liters) and growth of 11.42% in the first half of 2022, reaching sales of US$176 million, an increase of 5.48% over 2021.
Montes also stressed that efforts would be made to promote the premiumization of wine so that its quality is recognized and paid fairly, emphasizing the sustainability of the production chain, which is very sensitive in Japan, for example.
Another Asian market that “WoC” will explore is the countries of the Association of Southeast Asian Nations (ASEAN), composed of eleven countries such as Thailand, the Philippines, Malaysia, Vietnam, Indonesia, and Singapore, with which Chile has trade relations and where there is an initial interest in products such as wine.
With information from Latina Press
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