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ProWein: Chile getting back to business

A record number of Chilean wineries defied the difficulties posed by one of the world’s strongest earthquakes, which shook Chile at the end of February in order to show commitment to the EU wine market by exhibiting at ProWein in Düsseldorf March 21-23, 2010. In fact, every winery that had committed to attend prior to the earthquake did indeed make it to the event.

Wines of Chile stand at 2010 ProWein

Wines of Chile stand at 2010 ProWein

Wines of Chile and ProChile shared a pavilion in Hall 6 to host 40 different Chilean wineries, and a number of other wineries took their own stands nearby to present a united message to the wine world: Chile is open for business! The response was extremely positive, with more than one Chilean export director describing this year’s ProWein show as ‘an outstanding success.’

In the 12 months prior to January 2010, EU markets represented 51% of Chile’s bottled wine exports. 22 million cases, with an export value of just over US$500 million, were sent to Europe. Five EU countries, led by the UK and followed by Holland, Denmark, Germany, and Ireland, feature in Chile’s top 10 leading export markets, so the annual ProWein fair is an ideal opportunity for Chilean wineries to showcase the diversity of wine styles that are increasingly attractive to the modern European wine drinker.

Commenting on the most successful ProWein fair ever, Wines of Chile’s Managing Director Juan Somavía stated “When it comes to value for money and exciting innovation, Chile is leading the wine world. Our wineries are keen to gain an even greater share of European wine markets so that we can help rebuild our workers’ homes and the schools that have been destroyed by the earthquake.”

Wines of Chile has launched an earthquake appeal fund through the registered charity Levantando Chile, which will channel funds directly to assist the renovation work needed in the wine communities and rural areas. Donations can be made by visiting the Wines of Chile website www.winesofchile.org.

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Chile was also involved in a ‘world first’ New World initiative that took place at ProWein this year. The down2earth seminar theater in Hall 6 was a project by the generic bodies of five leading New World countries-Chile, Argentina, California, New Zealand, and South Africa-designed to highlight the issues and reasons that have propelled the New World to new levels of success. A series of hour-long seminars featuring winemakers and speakers from all five countries and chaired by well-known industry figures covered topics such as Sustainability, Innovations in Marketing, A Sense of Place, and Signature Grape Varietals. Details can be seen on www.down2earth-prowein.com.

Such was the success of the down2earth program with every seminar full and with waiting lists that the five countries have agreed to repeat the event at ProWein 2011.

For more information contact:

Juan Somavía - Managing Director jsomavia@winesofchile.org

Jose Luis Valenzuela - EU & Asia Manager jvalenzuela@winesofchile.org

Michael Cox - UK Director michael@winesofchile.org.uk

 

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