Blog: Two into one does go in Chile
Olly Wehring | 5 January 2007
It’s an interesting start to 2007 for the Chilean wine industry, with the news that the country’s two wine associations are to merge. The Asociación de Viñas de Chile and Chilevid will formally join forces in March to form a new body, Vinos de Chile, or Wines of Chile.
A single promotional association makes sense - united we stand, divided we fall, and all that.
The motivation behind the merger is more confusing. According to just-drinks’ sources the associations decided to work together after it became clear Chilevid (which traditionally handles the interests of the smaller wineries) was having more success lobbying the Chilean government on behalf of its members than Viñas de Chile, which looks after the larger rivals.
Apparently, the Chilean government has been more interested in developing and helping the smaller vineyards in Chile and, as a consequence, Viñas de Chile was losing power in its relations with the Government.
“Smaller vineyards use a greater percentage of labour and also have more potential to grow. If the Government wants to increase the amount of wine we export, it has to help smaller wineries. Sales from bigger wine producers do not change as much,” our source said.
What is interesting about this is that it flies in the face of the perceived wisdom that it’s the larger companies that should lead the export charge, and in doing so open doors for smaller compatriots.
Of course the cynic may point to our source’s first point about percentage of labour, but if the new Wines of Chile can push the boutique wineries on the export market it could effectively create a halo effect for the cheaper mass brands below it. Any new strategy will be keenly observed in this tough global market.
Want to know how to make it to the top of the beverage business? According to Muhtar Kent, it's all about the networking....
A red sticker to a shopper is like a red rag to a bull. And as the masses charge at the deals, UK off licences and supermarkets are finding new and novel ways to entice the herd. ...
To celebrate its 250th anniversary, Cognac brand Hennessy is trumpeting a virtual time capsule, making a parallel between it and a barrel of Cognac....
Rarely do sponsorship deals pay off so quickly. ...
- Comment - Diageo CFO to North America? Do the Math
- Hail Marie Brizard: But, For How Long?
- 5 reasons why Constellation's Meiomi buy works
- Focus - Edrington's FY Performance by Brand
- Pernod relies on Indian whiskey to crack Africa
- Diageo sells "non-core" Gleneagles
- Diageo CFO Mahlan to head up N America
- Diageo ditches Shui Jing Fang plans in China
- William Grant partners Rugby World Cup
- Pernod Ricard allays Havana Club shortage fears
- Global liqueurs insights - market forecasts, product innovation and consumer trends research
- Edrington Group in Spirits (World)
- Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review
- The IWSR Company Profile 2014 – Remy Cointreau
- Global Tequila insights - market forecasts, product innovation and consumer trends research