Our Vision \ About WoC


Vision Statement:

  • To establish Chile as the most impressive and dynamic source of premium quality New World wines.


  • Increase and strengthen the image of Chilean wine by positioning Chile as a quality producer with great value wines that over-deliver in every price bracket, especially in the USD $1225 retail segment.

  • Reach a level of exports of US$ 1.7 billion FOB by 2012 by increasing the average case price (10% annual growth in value).

Market Strategy:

  • Develop positive perceptions in key segments (gate keepers): consumers, buyers, importers-distributors, journalists, and others through educational and promotional programs.
  • Increase presence in different distribution channels, with a particular focus on on-trade and specialists.
  • Price focus for all activities: Always above $12 USD retail.
  • Geographic focus in each market.


  • Chile offers a diverse range of natural and high-quality wines that consistently deliver great value for the price.