2025 Strategy
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The primary objective of Wines of Chile's 2025 Strategy is to help the Chilean winemaking sector attain a greater market share and achieve the positioning of premium, diverse, and sustainable wines in an international context.
With a focus on six priority markets: Brazil, Canada, Chile, China, the United States, and the United Kingdom. Efforts and executed planning aim to place the value of our wines above $60 FOB.
Specific Objectives
To increase demand and the average price of Chilean wine, with a 3.2% growth in volume and 6% growth in value. To raise the competitiveness of the wine sector.
Business Objectives
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To align the industry around the same goal.
Transform WoC into a stronger and more empowered instrument.
Build the WoC brand with a distinctive and unique identity.
Leverage the wine image in the country image.
Achieve awareness and the preference of the consumer and maintain the consideration of Gatekeepers.
OUR STRATEGY IS BUILT UPON: 4 FUNDAMENTAL PILLARS
DIVERSITY
QUALITY
DIVERSITY
QUALITY
One of Chile’s characteristics is its capacity to produce a wide array of high-quality wines in terms of varieties and styles. This is due to its geographic, climatic, and soil diversity that is exceptional in the wine-producing world. Chile features 18 distinct wine-producing regions throughout its 1,400 kilometers running from north to south, which are exposed to both coastal and Andean influences and climatic conditions that are perfect for producing healthy, high-quality grapes.
SUSTAINABILITY
SUSTAINABILITY
Sustainability is an essential element for the Chilean wine industry, which is aiming to become the leading producer of premium, sustainable, and diverse wines in the New World. This is a sector-wide commitment reflected in the Wines of Chile R+D Consortium’s sustainability program. This program features a number of research projects such as the Sustainability Code, which are geared towards boosting the competitiveness of the wine sector, as well as the vineyards’ performance in terms of sustainability.
COUNTRY
IMAGE
COUNTRY
IMAGE
Various studies reveal that wine is the product that has been most closely associated with Chile and is emblematic of our country. It is a product that reaches millions of end consumers from around the world with the Country Brand, with the “Chile” origin clearly printed on the label, thus contributing to positive awareness and advertising of the wine industry and our nation.
INNOVATION
INNOVATION
A large part of the wine industry’s success in Chile over the last decades has been directly correlated with greater investment in innovation and technology aimed at improving production processes and quality standards.
For this progress to continue, the industry created the R+D Consortium, a technical entity dedicated to research and development projects that address the needs of wineries, and which are carried out jointly with universities and top Chilean and international researchers. Its three primary focal points are improving the quality of vineyards, the sustainability program, and technology transfer.