Disengaged Chileans

by | 10 Aug, 2020

In the golden decade of the 90s, Chile flooded the markets with its good, beautiful and cheap wines, but the increase in production costs (energy, labor, exchange rate, etc.) has diminished its competitiveness, especially with the awakening of Eastern Europe. The solution is to increase the price of wines, but it is impossible if they do not have a reputation and the country image that supports the strategy. In recent years, however, the Chilean offer has changed. It is no longer based only on entry-level offerings, but proposals that add value and diversity, such as subversive, independent, luxurious, extreme and singular wines. All of them have inaugurated a new wine-producing Chile, but now the most difficult thing is coming: to communicate more and better, above all, the amazing notes of their #vinosconcuento.

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