A select group of buyers (23) from the focus cities of the United States (Tx, NY, Boston and DC) and Canada (Toronto, Vancouver, WC) will be invited to live a unique experience in Easter Island where It will mix wine, gastronomy (fruits, salmon, nuts, oil, patagonian mussels, among others) and culture. There will be a 4-day trip where guests will enjoy Chile, its products and services. The trip will allow establishing connections between trade and winemakers / owners of Chilean vineyards. The activity includes the realization of 3 tastings, 3 walk around tastings, excursions, lunches / dinners, among others; where educational talks from our sector will be included, making known the different attributes that make this industry unique (diversity / quality, innovation, sustainability and country image). It combines wine with other sectors and services of the country (tourism, gastronomy) and contributes in this way to the development of the country image. Short films will be made with the most relevant moments of the guests and then used in the digital campaign of USA and Canada. We will have a digital strategy of amplification in social networks. This project has historically been very successful. As an example, we can point out that among the results of 2016 we highlight the performance of 4 promotional activities, activations and incorporation into the wine list / wine store of 84 new labels.
Involves 15 journalists to Chile to participate in the creation of a tourist artistic route with the theme of Chilean wine. It seeks to unite the concepts of wine and art and create 30 works of high pictorial quality in the public road of Cerro Mariposa and Cerro Monjas. Each work must agree on themes of the vineyard and the neighborhood in order to incorporate both elements into it.
Every year Vinexpo Hong Kong offers something different and more innovative! Once again, for the year 2018, in its eighth edition, the show promises to consolidate its position as No. 1 of the wine and spirits fair for the Asia-Pacific region. Which will be developed in the Convention and Exhibition Center of Hong Kong.
CHINA FOOD & DRINKS FAIR (CFDF) of Chengdu. The CFDF exhibition platform and the largest and most influential trade in China's food and alcohol industry. It has professional orientation and internationalization as an industrial coupling platform for producers and buyers. Oriented to marketing systems, the promotion of the brand image, the exchange of information, as well as facilitating commercial and cooperation investment.
ProWein is and remains the world's leading trade fair for wine professionals. No other fair reaches the high percentage of exhibitors and foreign visitors (84%) and (46%) respectively. The quality of the professional visitor is a part of ProWein's success: 82% of the professional visitors are involved in the decision-making process.
This activity seeks to give relevance to this variety in the month of its re-discovery. It is an activity that has been carried out a couple of years ago, in social networks with great success. This year we will try to give it a greater importance and make the activity with a greater scope. Unlike 2017, it will be for a month and includes sales promotion in a digital medium. The promotion includes: 1. A partnership with Vinepair, the main online site with focus on millennial, and involves encouraging consumers to share their experiences with Carmenere (photos, pairings, stories among others). 2. Realization of virtual tastings with winemakers which will be promoted weekly via the internet. 3. Conducting a Kaiuku contest, rewarding the consumer to make the best poem. 4. Store promotion of retailers that are working with Drizzler. 5. In order to achieve greater amplification, press releases will be issued and columns will be made about the differentiating aspects of the variety on the website. The activity will be done in NY / NJ / DC / BOS / TEX. KPI: media coverage.
This activity contemplates the investment in media that is required, to support the activities that are carried out in the market as well as to support the most relevant journals (Wine Spectator, Wine Enthusiast) and with this, maintain relationships and ensure potential journeys of its editors. The following is proposed: 1. Ad in Sevenfifty & Beverage Media with focus on Cabernet Sauvignon - this is intended to increase the awareness of the focus on the variety and support the period of greatest sales in the market (Sept-March). 2. 2-page notice Wine spectator (Sept / Oct) with focus on Cabernet Sauvignon. It is sought with this, to support the Wine Spectator Wine Experience activity and to ensure in this way to be part of the Wine Experience Lunch. 3. 2-page notice in Wine enthusiast (March). It is sought with this, to support the promotion that will be making the category of the AWoCA winning wines and to celebrate the independent retailers.
This activity will be developed in order to meet a growing need in the American consumer, focused on raising awareness and understanding of Chilean wine. The content of the course is inspired by what was successfully done in the Chinese market but adapted to the American consumer. The objective is to educate and certify consumers of wine clubs as well as students of MBA schools, law schools, doctors, among others. It contemplates the development of two levels: 1) 6 weeks level 1-2 intermediate. 2) 12 weeks advanced level 3. The success of the activity will measure according to the material developed.
The participation of Chile in these conferences, which bring together the market leaders (sommelier, trade, educators) and the carrying out of educational activities in these, is done with the aim of educating influencers regarding the differentiating elements of our offer, in which is based on the positioning with respect to the quality attributes of it. The activity involves participation in the following educational activities for the trade: 1. Tex Somm: main conference that brings together the most important sommeliers in the market. Wines of Chile will participate with lunches and tastings for 300 and 150 attendees, respectively. The topics will be Cabernet Sauvignon and Heritage Vines. Activity to be held in August in Texas. 2.-Society of Wine Educators: annual meeting of leading wine educators. WoC will participate with an old grapevine seminar directed to the trade (150). Activity to be held in August, place to be confirmed. 3. BevCon 2018 - Southern Hemisphere: conference that gathers more than 100 important characters of the trade. Wines of Chile will participate in seminars / lunches to be defined in the coming months with the organizers of the activity. To be held in September, place to be defined. 4. Somm Salm and Somm Competition: Wines of Chile will participate in this competition, which brings together important sommeliers through seminars and tastings to a group of 30 relevant actors. Activity to be held in September in NY and Oct in San Diego. The success of the activity will be measured according to the number of attendees, polls and press.
The activity involves the realization of a partnership with match.com and the Brazilian chain of steak: Fogo de Chao, a chain whose focus is high-scale South American wine.