Vino Volo are the shops / wine bar that are in the airports of Canada. The first quarter of 2017 received more than 24,000 consumers and it is expected that in the same period this number will increase to 30,000. The program consists of doing a promotion with Vino Volo that includes tastings flights of 3 wines (comparative tastings of 3 wines) per quarter that will change each quarter. In addition, WoC to support this program will train its sales force through 2 seminars. The program will be continuous throughout the year and includes the participation of 12 vineyards. Its impact will be measured through sales and the number of trained buyers. This activity seeks to give continuity to a program of visits to Chile made by three Volo Wine executives in 2017. The objective of the trip was to get to know Chile and educate them about the four pillars of the category (quality / diversity, sustainability, country image) . In their trip to Chile, they participated in 3 educational seminars regarding the sector and the new quality indications Costa, Andes and Entrecordillera, visited vineyards and participated in a generic tasting that allowed them to expand their knowledge of products, valleys and vines.
This activity is focused on vintages, premium wine section of the LCBO, products with a price over CAN $ 18, very much in line with the premiunization strategy that is sought in the market. Chile grows 2.6% in this section and represents only 8% of its volume sold. It is an activity that takes place for the first year and reflects the interest of the monopoly to work and develop the category in the most premium segments. The activity seeks to increase sales in this segment, incorporate new products and grow the category in it. The activity consists of: - Thematic promotion of the category with the participation of 15 to 18 products. - Tasting of small producers to monopoly buyers for the introduction of new products in this section. It contemplates the participation of 15 vineyards.
This activity seeks to support the monopoly in the launch of products of the category as well as to promote a greater development of the same, through a promotion program of the Chilean category. It is a fundamental activity to maintain relations with the monopoly since they are seen as a commitment of part of the category in the market. It contemplates a series of sub-activities: 1. The implementation of 100 tastings in store of 4 hours each where 2 products are promoted by tasting. These tastings have a direct impact on consumers' purchasing decisions. It is expected to reach 22,500 consumers. 2. Campaign in digital media on the SAQ website and in the mobile application. It is expected to give value to the category with an emphasis on premium products through a flash day promotion. This is expected to reach 1 million consumers. 3. SAQ Brand experience event: through the SAQ newsletter, a contest will be held where consumers will be invited to live an experience in Chile. The 100 winners will be invited to participate in a tasting of Chile.
This activity is a promotion of Chile and involves working actively with the British Columbia monopoly (BCLDB) to increase sales and grow the category (+ US $ 15). It is an activity that works with the Chilean buyer of the monopoly, Stephen Schiedel, and that is a product of the excellent relationship that has been built with the monopoly. It is a tool that the monopoly offers to the categories to be developed in the market and shows the commitment of part of the category with the market. The objective of the activity is to promote Chilean wines at the retail level during the spring. It includes the participation of 12 SKU (labels) and involves the following support sub-activities: -The publication of a notice in the magazine Taste, which has a circulation of 120,000 copies that are distributed in 198 monopoly stores to support the promotion and publicize the activity. -Incorporation of brand material in store. -Realization of 2 tastings in store for consumer. -Training to the sales force.
Rio de Janeiro has several important events associated with the wine sector, which is why Wines of Chile seeks to participate in specialized and important press events in Brazil with breakthrough and entertaining activities. Among the most outstanding we can find: Paladar Cozinha do Brasil / Newspaper O Estado de SP - September. Rio Gastronomía / O Globo - November (November 4-13, 2016). Rio Wine and Food Festival / BACO Magazine - 2015 - September / 2016 - October / 2017 - August. As part of these renowned events, we would have access to: great visibility in various media, we would have the presence of chefs and important personalities associated with top restaurants in São Paulo and Rio de Janeiro. To make our participation in these events more interesting, we will develop topics such as "extreme wines", gastronomy and Chilean products from that geographical area.
Rio de Janeiro is one of the most beautiful cities in Brazil, with incredible views, beautiful beaches, culture, tradition and with Rio's focus. We will carry out a unique and different activity for wines, with the objective of promoting Chilean wines, associating them with an innovative and memorable experience, it is planned to carry out this activity with a theme associated with the Sea (it can be carried out on an island or in a boat) in which there will be a Walk Around Tasting (with 20 vineyards), with modern music, new decoration, including an experiential activity from Chile which will include Chilean cuisine, art and music, to captivate the audience. The idea of doing this activity with a theme, is to associate Chilean wine with diverse cool, entertaining and innovative experiences, be it WoC in the lagoon, Woc in The Sky or Woc in the Pan de Azúcar. Breaking with the usual schemes of activities related to wine and mainly promoting various opportunities to refresh Chilean wines in Rio de Janeiro. To attract the public is that we seek to generate expectations in the media in relation to the event, since the idea is to bring together: Trade, sommeliers, press and KOL, Millennials influencers and consumers.
The recent Tasting of São Paulo 2017, had the participation of 880 attendees, who participated in Tasting and Masterclass. The next version of Tasting in Sao Paulo seeks to continue with the mission of informing and educating journalists specialized in wine and top sommeliers of the Brazilian market, about the diversity, technology and sustainability of Chilean wines. This activity is the most important wine event in Sao Paulo. Through the Tasting we seek to continue the promotion of Chilean wines, generating "empowerment" for the participating vineyards between the press and trade professionals, since this is one of the most important and expected wine-related events in Brazil. The masterclass will have the presence of a Chilean or foreign speaker, who will have the mission of selecting 10 wines, from among all the participating vineyards, which will be presented to journalists, sommeliers and trade professionals, around a theme to be defined . Being the eighth version, which coincides with the year 2018, is that the activity will be dated 08-08-2018, in order to create an entertaining and majestic event with tables of Chilean wine producers and innovative activities, around To the date. It is expected to have the participation of around 1000 people.
ExpoVinis Brasil is the largest wine fair in Latin America and renowned in the world market, and has the participation of around 8,000 attendees. Held annually in the city of São Paulo, it occupies a prominent position on the "Wine Business" route, being one of the 10 most important events in the world for the sector. Position that has acquired throughout the years with the consistent work carried out by the entire production and distribution chain of the wine market. As of 2017, Chile's representative pavilion modality was implemented in this fair, as well as that of international fairs, in accordance with the guidelines established in the fairs manual submitted by the Imagen de Chile Foundation. This modality was extremely successful in the latest version, since it brought together all the participating Chilean wineries, with individual, personalized stands, very adhoc for the promotion of wines and with a small space to give rise to meetings for possible future negotiations. The activity has a great impact at the specialized press level and brings together professionals from the trade HORECA. Being a very favorable place to generate new business and communicate news of the field. It is because of this that we want to continue communicating the WOC brand among a large number of professionals, journalists and opinion makers from all over Brazil.
The activity is focused on approaching the final millennial consumer and capturing the attention of the female audience through an unprecedented event in Brazil. Through this activity we seek to highlight the quality of premium Chilean wines among the main sommeliers and influencers of the city of São Paulo. Queen of Cups, will have the participation of the three most prominent sommeliers or influencers, each of them will aim to develop a wine list, from the wines participating in the activity. In this opportunity the letters to be shown will have the following themes: Costa, Entre Cordillera and Andes. The activity will be held in a modern São Paulo location to attract consumers. In this place three balconies will be assembled where they will serve the participating wines and talk about them, mentioning how they influence their thematic card, highlighting the qualities and goodness of them. After the presentation of the three cards, the public will have the opportunity to vote for the favorite wine list. In order to participate in the activity, the consumer will have to pay for their entrance to the event, having access to the tasting of the participating wines. Various menus will also be offered to match the wines of the cards. The sommelière that is awarded with the winning card, will be awarded with a trip to Chile with companion, where you can get to know our country.
WoC Academy, is the official course of Chilean wine developed by WoC, supported by ProChile. It started in China in 2015, with the ambition of expanding to other markets such as the USA and the UK. It consists of 3 levels: Ambassador, Specialist and Maestro. In its 2 years of existence, WoC Academy has certified more than 1,200 students in Level I Ambassador, those who learned from Chile and their angle "wine", have become true ambassadors of our country, influencing their peers and scope of activity. By 2018, we hope to consolidate and grow this project.