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Wines of Chile’s Strategic Plan 2020

The Chilean wine industry has set an ambitious goal for the coming decade: to become the Number One producer of sustainable and diverse premium wines from the New World, reaching exports of bottled wine of US$3 billion by the year 2020.


The carefully devised Plan projects an average annual growth rate of 9.2% and is based on strengthening the recognition and appreciation of  “Wines of Chile” as a world-class appellation, which will in turn increase the average price, sales, and added value for all Chilean wine industry stakeholders, including small and large growers, suppliers, wineries, and exporters.

The plan’s 4 Strategic Pillars:

Diversity & Quality:

One of Chile’s greatest strengths is its privileged agro-climatic conditions that make it a vitivinicultural paradise. Its 14 distinct wine regions that extend 1,200 km (745 mi) from north to south are influenced by both the Andes Mountains and the Pacific Ocean and vary widely due to geographic diversity, beneficial climates, and a wide array of soil types. All of these factors work together to produce a broad range of high quality wine varieties and styles that stand out in the world of wine.

The wheels are in motion, and the advancements toward new terroirs and ever-better viticultural techniques are ongoing. Classic varieties such as Chile’s excellent Cabernet Sauvignon soar to new heights, while new, cool-climate sites put fresh excitement into Sauvignon Blanc and Chardonnay and surprise the wine world with outstanding Pinot Noir and Syrah. Unique is another key word in Chilean wine, as in Carmenere, the national variety, born in Bordeaux and thought lost for a century before reappearing and found thriving in Chilean vineyards. Phylloxera-free, dry-farmed old vines are also a staple in Chilean viticulture, where Carignan from 60-year-old bush vines has forced experts to rethink their definition of that variety. The bottom line is that Chile has much to offer with respect to quality, diversity, and wines that over-deliver at every price point.


Chile’s wine industry is committed to protecting its natural environment and strengthening its communities by encouraging and systematically incorporating sustainable practices into every step of the production cycle, from the vineyard to the glass.

The industry’s technical consortiums have worked closely with the wineries and experts from the leading universities to create a comprehensive Sustainability Program that includes a National Sustainability Code that provides a common framework to guide the wineries toward increasingly sustainable practices in agriculture (ecologically friendly viticulture), production (energy efficiency, resource conservation, carbon footprint, and waste management), and corporate social responsibility (concern for employees and the community at large). Wineries that comply with these standards and successfully meet the requirements for certification by an independent agency will be entitled to use the “WoC Certified Sustainable” seal on their bottles.
Sustainable Chile: Clean, efficient, and responsible.

Country Image:

Wine is Chile’s most emblematic product and reaches billions of consumers around the world with the origin “Chile” clearly printed on the label. Each delicious sip is the result of the interplay between the Andes Mountains, the Pacific Ocean, the Humbolt Current, the Coastal Mountains, the long, dry summers and cold, wet winters, the radiant sunshine coupled with cool breezes-all aspects of a privileged combination of geographical, geological, and meteorological conditions that are not only ideal for viticulture, but for tourism as well. The Strategic Plan 2020 includes programs for increasing awareness of Chile as a country and promoting Chile as a privileged wine tourism destination. We want the world to know what a magnificent land this is-not only for wine, but in so many ways: it is a hospitable and welcoming country with a bounty of authentic cuisines and flavors to discover. It has unparalleled geographical diversity and breathtaking landscapes, towering mountains, endless coastlines, glistening lakes, pristine forests, the driest desert, the clearest skies, the most sophisticated telescopes, and the largest reserves of pure water in the world-and so much more! Encouraging wine tourism not only promotes the wine industry, but Chile’s image and appreciation overall. Chilean wine drinkers around the world and visitors to Chile are sure to realize-as we know-that
Chile is good for you.


Much of the success of Chile’s wine industry in recent decades is in direct response to its willingness to invest in innovation and technology to improve production processes, standards, and quality in order to develop its unique wines. In its efforts to continue this progress, the industry created its Vinnova and Tecnovid technical consortiums to develop R&D projects that meet the needs of the wineries and conduct them in conjunction with top-level national and international universities and researchers. The first phase of this project included 24 projects that covered areas such as viticulture, enology, environment, and marketing. The second phase, now underway, is exploring genetic resources, sustainability, terroir, consumer preferences, and market intelligence.
Chile: Moving above and beyond.

Chile’s wine industry is one of the pillars of national agriculture and the country in general. The Wines of Chile Strategic Plan 2020 provides the guidelines for uniting the industry to work toward a common goal: becoming the Number One New World producer of sustainable and diverse premium wines. Chile is already a world-class appellation-wines of origin, crafted in Chile-with the ability to offer unique sustainable premium quality and diversity, from cool climate to full bodied fruity wines, with consistent high quality and value. We are confident that for millions of wine lovers around the world wines from Chile are the natural choice.

Click Here to download WoC Strategic Plan 2020 in English (4 MB)


4 Responses to “Wines of Chile’s Strategic Plan 2020”

  1. Peter Althoff says:

    Sustainability is much more than offset Carbon Foot Print, it starts with the identification of the main enviromental and social aspects of the activity and it ends in the way the organization becames a member of the local community through its benefits.

  2. Editor says:

    Thanks for your comments Peter, and yes, we agree that the Carbon Footprint issue is just one aspect of Sustainability.
    The Strategic Plan is now available for download in a pdf format and will lend a better idea of what the Chilean wine industry has planned for the upcoming decade.

  3. […] di vino al mondo ed ha spiegato il perchè ed il per come in un documento di 112 pagine: lo Strategic Plan 2020, messo a […]

  4. Pablo Moreno says:

    At the Sustainability Pillar

    “corporate social responsibility” is this FairTrade?

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