Vision Statement:

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

Objectives:

• 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 $12–25 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.

Message:

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