Sustainability 365 honors the days of the year that our winemakers, viticulturists and people from the sector dedicate to the sustainability of our wines. In 2023, the activity pursues the following specific objectives:
1.Educate and train decision makers on the attributes, green credentials, and quality of Chilean wines. For which we will carry out tasting seminars, aimed at the distributors’ sales force. This training includes incentives and a familiarization trip to Chile, with this we ensure the interest of the trade and results in sales of the activity.
2. Generate momentum and sales of Chilean wines in the channels adhering to the campaign. For which an activation will be carried out in a large number of points of sale, including restaurants, which include educational materials aimed at the consumer.
The program will have a modular design, allowing wineries of different sizes and productions to select a membership. Each membership will be linked to different benefits. 35 Chilean wineries are expected to participate. Sustainability 365 will take place in the state of Florida, since it is the market with the greatest variety and volume of Chilean wines for sale in the US market and, therefore, with the greatest traction towards our region. Likewise, Florida has distributors whose portfolios contain a greater number of Chilean wines, thus, the promotion makes more sense and generates a greater return. In the city of Miami, there are also 260 Latino restaurants (www.somm.ai) with a greater preference for our wines, as well as a new group of restaurants and wine shops whose philosophy is focused on sustainability. The program considers a particular media plan that includes influencer marketing, which will be executed to attract consumers to the campaign and provide it with greater propagation.