In South Korea, sommeliers have positioned themselves as a benchmark in the market; strong influencers in the Trade and among consumers. That is why we will carry out an activity that involves them as ambassadors of the main vineyards of Chile, promoting the recognition of the Chilean brand and the brands of the individual vineyards, simulating an Art exhibition, whose pieces to exhibit are the bottles of wines . This event will take place inside a boutique hotel, a concept that differs from the traditional wine tasting or wine dinners, using the pieces as the spaces of the galleries. The wines will be cured using all the elements available in the individual pieces and corridors that connect them. In each piece, between 1 and 2 vines will be mixed with 1 or 2 sommeliers, depending on the number of labels selected. Guests can visit all the different spaces of the hotel, discovering each vineyard individually and differently. Each time a visitor visits a piece, they will receive a stamp in a passport delivered at the beginning of the tour. Once all the prints that are offered on the route have been obtained, they will have access to the final room, where there will be a cocktail with a demonstration of Chilean food; associated with imported Chilean supplies, Chilean music that will give the setting for a perfect networking opportunity among the representatives of the vineyards, consumers and media. The sommeliers will compete among themselves to persuade the attendees about the qualities of the wine or the vines they represent; being the instance of the cocktail the opportunity in which the assistants will be able to vote for the sommelier that best represent and have convinced of the attributes of the vineyard.
Kunio Bansho, editor-in-chief of the renowned Wands magazine, will publish his memoirs and tasting notes on fine Chilean wines. He has announced his retirement in 2019, so he will close his remarkable career in the wine world with a summary of his many visits to Chile, meetings with winemakers and specialized information compilations, which will be aimed at the trade and professionals of the category. The content of the book is aimed at showing our country as a producer of high-end wines, giving an emphasis on its natural conditions conducive to agricultural production in general. It aims to group at least 20 Chilean wineries under analysis of their wines, suggest suitable pairings for them, with the use of Chilean inputs in local preparations. The book will feature the differentiating element of Kunio's personal tasting notes taken through his visits to Chile, which seek to guide and motivate Japanese sommeliers to explore Chilean wines from Premium segments. This element will stand out as the first technical book in the Japanese market, differentiating itself with the other two books developed for Chinese markets, which present a different background and objective.
On Trade Activation is focused on the promotion of wines over 330 RMB per bottle in the most prestigious and innovative restaurants, bars and hotels in Shanghai, Guangzhou and Beijing. (2 -4 weeks). According to the MiBD platform, in 2016 in Guangzhou, Shanghai, Beijing and Chengdu; 206 restaurants, bars and hotels had Chilean wines on this range in their inventory, a price range that is in line with the general strategy of WoC in China by 2018. A combined method On line to Off line (O2O) will be used. Allow to link the consumer digitally, bringing it closer to the activation itself through games, Q & A and promotions. IN STORE PROMOTION: Tasting of wines in stores, with a strong content of Country Image and Education in wines and areas of Chile. This activity will be articulated with the participating wines in 90+, award-winning fine wines. According to physical existence in points of sale. DIGITAL PROMOTION: Through opinion leaders, gamification and avertissement aimed at the focus consumer, the message of the promotion will be expanded. The tone of this action will be linked to the concept "Love wine, love Chile" and will encourage the relationship between Chilean wine and romantic encounters in restaurants, bars and hotels in the cities mentioned. The benefits for the vineyards that participate in this activity are: 2 weeks of promotion in the best restaurants in the cities of the first third of China (B to B).
China is the country with the largest offer of foreign wines in the world. It is a very competitive market for imported wines, where the local producer (China) does not yet transcend in terms of production and recognition of their own fine wines. In this context and with the aim of increasing awareness (awareness) of fine Chilean wines, Wines of Chile has developed 90+, an action aimed at showing and demonstrating Chile's strength in terms of fine wines. It is relevant, especially in China, to have an instance in which to make such wines available, and to give them to taste. This way we can consolidate the recognition among the Trade, opinion leaders and our consumers, in the market. 90+, consists of a walk around tasting, exclusive, called the Hall, which brings together a number of 40 Chilean wineries, where each one is authorized only to show 4 of its best labels. The hall will be held in Shanghai and Guangzhou, with the aim of raising the perception in the trade and consumers of Chilean wines. Only products with scores over 90+ points in international magazine such as Decanter, Wine Expectator, James Suckling or other analogous ones, or AWOCA gold medal winners or other contests of equal or greater renown may participate. In addition to Room 90+, the following activities are carried out: 1. Symposium 90+ Focused on KOL and professionals of the sector, where 1 wine will be exhibited for each participating vineyard, awarded over 90+. The objective of this class is to show the diversity and quality of Chile, traveling through our country through the axis COSTA - ENTRE CORDILLERAS and ANDES. 2. Media Dinner: Aimed at journalists and local media of the two large cities, which may meet the representatives of the vineyards and wineries in an intimate dinner, guided by the same Master of Wine to perform the Symposium.
It will be the 7th edition of the activity "Japanese Sommelier Association Tour", where 3 recognized Japanese sommeliers who previously visited Chile for educational program concepts, will guide a round of seminars and specialized tastings to sommeliers and local opinion leaders in the month of June. The tastings will answer current issues in the market; as Innovation, strains and valleys with new potentials. These will be of high technical content, which seeks to satisfy the high level of knowledge that sommeliers have; looking for a differentiation with current tastings with material previously taught. The tentative cities are Tokyo, Hiroshima and Nagasaki given the high level of knowledge that professionals have.
This activity is aimed at the construction of the Country Brand, and the "Chile" category, in the domestic markets of China, which are part of our geographical focus. With the aim of establishing the recognition of our country as a producer of fine wines, in the entire territory of this vast country. Contributing at the same time to the strengthening of the brands that attend the Road Show, expanding their commercial networks, all of which has facilitated the penetration of our category into the interior of China. In its 6 years of existence, between 2013 and 2017, the activity has been enshrined in the market with more than 61 vineyards that have toured 18 strategic cities in China. In 2018, it is estimated that this activity will reach a number of 25 participating vineyards, in a tour that will tour 4 cities in China. The action proposes a launch in the city of Shanghai, and then take it to the cities of Chengdu, Shenzhen and Wuhan (Focus B). In order to innovate in its formats, the Road Show 2018 will have 3 phases in each city: master class, trade show and one-on-one meetings.
VinExpo Hong Kong celebrates its 20th anniversary. Last edition registered 17,200 attendees, with 1,308 exhibitors from the main wine producing countries; positioning itself as the main fair in Asia. In order to position the Image of Chile as a country that produces sustainable, innovative, varied and quality wines, we will remake the "Magical Mystery Tour" activity, adapting a place on the island Lamma Island of Hong Kong to image and resemblance of Easter Island. On the eve of Vinexpo, we will make possible a symbolic trip to Easter Island to conspicuous journalists of lifestyle, food and wine, allowing them to experience the products of the Chilean sea and our white and sparkling wines.