Wines of Chile, an organization committed to promoting the quality and image of Chilean wine throughout the world, participated with a stand at ViiniExpo in Helsinki, the largest wine trade show in Finland, and one of the best places to meet both trade and wine consumers in a country where almost 1 in every 4 wines purchases wine originates from Chile. During the three-day event (March 14-16, 2012), both wine trade professionals and consumers had the opportunity to taste the wines on display at the Wines of Chile stand as well as participate in 12 themed seminars hosted by Wines of Chile together with the vineyards and their importers.
Held in cooperation with Viini Magazine, the largest wine magazine in Finland and the Nordic countries with 135,000 readers, ViiniExpo is held every other year in Helsinki. The Finnish wine monopoly Alko has the exclusive rights to the retail sale of alcoholic beverages and ViiniExpo brings together wine importers, wine journalists, HoReCa and consumers during this important three-day event. Wines of Chile committed to participating in this event to further strengthen the position of Chilean wines in Finland, where Chile currently has a 22.7% market share (28.7% red wines, 19.8% white wines). Wines of Chile’s core objectives are to promote Chilean wine and support the vineyards and the importers in key markets.
ViiniExpo was attended by more than 1,603 visitors during the two trade-only days, with 54.6 % representing the HoReCa trade, and 1,733 consumers on the final day, demonstrating a great interest in wine in Finland. Eight Chilean wineries participated in the Wines of Chile stand, which included high quality wines from a various valleys, cool climate wines and fair-trade wines. Twelve seminars were organized by Wines of Chile on themes such as Chilean climate, Appellations, Viticulture, Sustainability, Fair Trade and Chilean wine/Finnish food pairing. Heikki Remes, one of Finland’s well-known wine and culinary book authors and a beloved supporter of Chilean wines, joined the Wines of Chile stand with his latest book “Maistuu Viinien Kanssa Chilen Viinit” (2011), in addition to participating in the seminar program.
Eduardo Tapia, the Chilean Ambassador to Finland, visited the Wines of Chile stand, commenting, “We are very happy to see Wines of Chile in Finland, and we will do everything we can to further support the wineries in this important market.”
“Chile has a unique market position in Finland which proves the interest and knowledge of Finnish consumers in Chilean wine. It is our duty to reach out to the Finnish consumers and wine trade professionals, to thank them for their support over many years, and to continue to do everything we can to assist the wineries and importers to maintain this position,” stated Jane Nisbet Huseby, representative for Wines of Chile in the Nordic Countries.
“Finnish consumers are very interested in wine, and in these events we can show the quality and diversity of Chilean wines, which is very important in a market like Finland where all retail sales are exclusively sold in the ALKO wine monopoly outlets,” added Juha Metsovaara, Managing Director of Notandum Ltd., importer of Ventisquero wines.