This activity involves celebrating Chile through the event "Food & Wine Magazine's Aspen Classic" - high quality wine festival and very good level of assistants from the United States, key to the trade. Artists will design picnic blankets that will show Chile and its most important wine strains; These will be part of some interactive advertising tablets. These materials will be delivered at key points in Aspen during the 3 days of the festival - the most visible trade event that brings together more than 5,000 consumers. This gives the possibility that the brand interacts during and after the event, since the blankets will be saved for other occasions. The participating brands will have a presence in the developed materials. The activity also considers an event to trade with Chilean chefs, which integrates food and wine, and that contributes to generate awareness. In a complementary way, there will be a table in the main tent of the festival with Chilean wines. It also includes a promotional campaign in the magazine food and wine, the main medium of this festival. The activity is expected to have a massive consumer exposure and high press coverage. The success of the activity will be measured according to press coverage and the number of people attending the activities.
It is an activity that consists in the realization of a roadshow of small vineyards or specific brands with small production. 2017 was its first year and very successful, with the presence of relevant actors of the trade (Wholefoods regional buyer) who highlighted the high quality of the wines presented (90% found it good to excellent) and a high % of interest to be contacted by certain companies (35%). In addition to being an instance that allows the smallest producers to promote their offer and access new customers more than the niche, it allows to show a different, more traditional offer. For 2018, the activity includes the participation of 25 vineyards, with production / export of less than 3,000 boxes. Involves conducting seminars and a Walk Around Tasting.
The activity involves making a promotion with the HEB retailer that includes events for its VIP consumers (those with a more sophisticated profile and a higher purchasing power). HEB is the main retailer in Texas and has the largest sale of Chilean wine in the state. Within four cities (San Antonio, Dallas, Austin and Houston), HEB's top customers will be invited to an experience in Chile. Consumers will participate in a 20-minute seminar on the sector and then go to a walk around tasting, where 10 vineyards will be able to show 4-6 labels. Contemplating virtual reality and the participation of a chef who will be cooking with Chilean ingredients (patagonian mussles, forget oil, fruit, salmon, among others). The objective is that these dinners are experiential and that they transport the attendees to Chile.
The activity involves a promotion of the AWoCA winning wines with chains of independent retailers. This activity will take place during Easter, one of the periods of greatest sales of wine in the market and seek to amplify the winning wines of the AWoCA contest that will be held in 2017 in the market. Cities in which the promotion will be executed: cities focus of the WoC strategy - NY / NJ / Boston / DC / Denver.
One month promotional activity to be carried out in the context of Houston's Premiere Cultural Event and Wine Competition. It is a great opportunity to position the wines in an event that brings together 2.5 million consumers of high purchasing power. The partnership gives the opportunity to the vineyards to participate in the competition and in a series of other activations where they can be in turn, with other sectors such as olive oil, fruits, patagonian mussles, salmon, among others. The partnership includes the following activities: 1. In-store promotion with relevant retailers in the area (SPECS, Krogers, HEB), 2. Cabernet wine seminars over 90 points in the Houston Wine Garden, 3. Participation of the winning wines in pairing activity with restaurants, 4. The possibility that Chile is a focus country in one of the rodeo nights
Very interesting activity on the part of the trade, especially sommeliers, and which consists in carrying out a blind tasting of 50 Chilean wines and other markets of origin, distributed in 6 categories. The sommeliers will be asked to taste the wines and then choose their top 4 in each category. The objective is to break preconceptions about Chilean wines on the trade and show them to the sommeliers, why they should choose Chile when making the wine lists of their restaurants, since a premium wine enriches their menu. Also show that Chile has much more to offer than a house wine and that within the countries of the new world, is a producer of quality wine, value and style. With this activity we are reaching a segment where Chile. currently it is not so visible and given its great potential (5th largest wine exporter in the on trade), it allows us to go ahead in the category. The success of the activity will be measured based on the amount of sommelier who participate in the activity.
Activity that involves the publication of an advertorial of Chile in the Drinks Business magazine in September of 2018, just before the realization of the Annual Trade Tasting. The article will be developed based on interviews and visits to vineyards that the editor of the magazine will carry out in Chile, and that will cover the most relevant attributes of the sector (sustainability, innovation, quality / diversity, country image). This activity is therefore the complement of the Editing Drinks Business Trip activity. It is important to point out that Drinks Business has a circulation of more than 12,000 readers of the trade. Its website has an average of 500,000 visits per month and 20,000 people receive their newsletter daily. Given the tremendous scope of the magazine, this activity allows us to get to know the new developments in the sector and deepen the pillars of positioning.
The activity involves the trip of the editor of Drinks Business for its publication of the advertorial of Chile in September 2018. The trip allows her to have material for her article. In the 7 days approximately that the journalist travels to Chile, she will have interviews and visits with the vineyards where she will cover the relevant attributes of the sector (sustainability, innovation, quality / diversity, country image). As mentioned above, Drinks business has a circulation of over 12,000 readers of the trade. Its website has an average of 500,000 visits per month, and 20,000 people receive their newsletter daily. The costs involved include the travel and stay expenses of the journalist plus expenses for the completion of complementary activities (category tastings and educational seminars).
This activity seeks to bring the independents to the category, a focus of the Wines of Chile strategy, because it is oriented towards more premium products. This sector represents a little less than 15% of the UK off-trade, with a great bargaining power of premium wines against buyers. The activity consists of: 1. Participate in boutique events for the trade such as Think Indie Drink Indie and 'The Drinks Wholesaler Forum' which are organized by important UK publications. Think Indie Drink Indie, organized jointly by Drinks Retailing News and Harpers Wine & Spirit, attracts only the top independent buyers in the UK. The event guarantees the exhibitors present the opportunity to show what Chile can offer to this sector in a closer and with great interaction. Wines of Chile will participate with a table with 10 wines. The Drinks Wholesaler Forum, organized by the Drinks Wholesaler Magazine, corresponds to one of its main events of the year. Attract regional and independent Wholesalers from across the country, who are looking for new products for your business. Wholesalers are an important sector of the trade that includes independent retailers within their operation and that have access to other retailers and restaurants in their locations. It is an important sector for vineyards that are looking to expand their distribution in the United Kingdom. Wines of Chile will participate with a table with 20 wines. 2. Work with The Wine Merchant, a magazine whose focus is the trade and that has more than 2,000 subscribers, will stimulate the vineyards to participate in the Wine Merchant Awards contest, which contributes to raising the Wines of Chile category in this sector. The objective is to produce a Chilean supplement in the magazine and to do a tasting of Chilean wines for key independent buyers.
The objective of this activity is to educate the trade, the Key Opinion Leaders (KOL) and consumers, regarding the main attributes of our industry, aspects of regionality, new developments and styles to be able to build a positioning and image of premium wines within of the indicated segments. It contemplates the following sub activities: 1. Seminar and tasting in London for sommeliers & KOL on new developments and innovations. 2. Seminar in Manchester and Edinburgh for the trade - Chile 2.0. This activity includes a kind of panel where relevant leaders of the trade and of Chile are invited and where the new developments of the sector are discussed. 3. Realization of 20 tastings to consumers throughout the country that make them different ambassadors of Chilean wine. This 2017, an educational seminar was held followed by a tasting with great success, which were supported by well-known characters of the market industry within the panel exhibitor (MW Jancis Robinson, MW Emma Dawson - wine buyer of Marks & Spencer, Valentin Radosav -Sommelier boss at Gymkhana and winner of the Wine Bar War in 2016). The success of the activity will be measured according to the number of attendees in the different sub-activities. It is expected to have +50 attendees per masterclass and 30-40 attendees per event to consumer.