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SUMMIT

WoC 2018

WoC 2018

Mario Pablo Silva Bienvenida - Presidente WoC

Ma. Angélica Valenzuela Estrategia 2025 y Competitive Landscape

Misión

Visión

Ser reconocidos y fortalecer la imagen como vinos premium en los mercados internacionales, posicionando la mejor calidad y diversidad del vino chileno. Articulando la asociatividad, cooperación y entendimiento del ecosistema exportador.

Consolidarse como el productor número uno de vinos premium, sustentables y diversos del Nuevo Mundo al 2025, promoviendo y posicionando la denominación de origen y contribuyendo al desarrollo del sector en su totalidad.

Visión y Misión

Partnership

Socios Industria

WoC

Volumen Exportaciones Vino Embotellado

(millones de cajas, fuente OIV 2017)

WoC Chile versus otros países del Nuevo Mundo

WoC Precio promedio exportaciones Vino Embotellado

Total Vinos 3,7% Vol / 8,8% Val. 6,4%

5,8%

Volume

WoC Evolución exportaciones chilenas (embotellado)

Value

Competitive Landscape NUEVO MUNDO

AUSTRALIA

NUEVA ZELANDA

SUDAFRICA

ESTADOS UNIDOS

ARGENTINA

VIEJO MUNDO

ITALIA

FRANCIA

ESPAÑA

3.670 mm lts 1.540 mm lts.

2.330 mm lts 330 mm lts.

660 mm lts 300 mm lts.

770 mm lts 380 mm lts.

4.250 mm lts 2.140 mm lts.

3.210 mm lts 2.210 mm lts.

949 mm lts 941 mm lts. 1.180 mm lts 2192 mm lts.

1.080 mm lts

285mm lts 252 mm lts.

919 mm lts 450 mm lts. 1.370 mm lts 811 mm lts.

Australia

Idiosincracia Australiana

Cómo son? Los australianos se conocen como un pueblo de anónimos, sin rasgos distintivos profundos. Actualmente, este modesto anonimato se presenta como una ventaja ante un hombre moderno cada vez más esclavo de sus propias reglas. DIRECTOS: Personas de pocas palabras, abiertos y directos. Naturaleza práctica. INFORMALES: Ausencia de formalidad. Conformidad con unos pocos valores básicos y un gran grado de libertad mental que no tiene paralelo en el mundo. MODESTOS: Modestos, humildes, autocríticas y con sentido del humor. Siempre se relacionan con los otros como iguales. CONCRETOS: Suelen enfocarse en los hechos concretos y estadísticas

Idiosincracia Australiana

Hacia donde van ? Herencia de su historia EXPERIMENTACION INNOVACIÓN Y RIGOR TECNOLÓGICO PROFESIONALIZACIÓN Y LIBERTAD A LOS ENÓLOGOS CULTURA DE ESPECTÁCULOS VINÍCOLAS

Desafíos del Vino Australiano CONSOLIDARSE SIN VOLVERSE CONVENCIONAL INSPIRACIÓN Y ORIGINALIDAD MUCHO MÁS ALLÁ DE SHIRAZ APRENDIZAJES PARA SER EL NUMERO 1 VINOS A SU MODO

AMBICIÓN: CONVERTIRSE EN EL PAÍS VITIVINÍCOLA MÁS IMPORTANTE DEL MUNDO

Estrategia

¨Made our Way¨ VINOS A SU MODO AUSTRALIA, ES MÁS QUE SOL EXPLORANDO NUEVAS CEPAS LO ARTESANAL Y MINIMALISTA LOS CLÁSICOS CAZADORES DE NUEVOS TERROIR ENÓLOGOS ‘HOT’ Y VINOS ‘COOL’

Arquetipos: “outlaw” rompe reglas

“sage” se sustenta en el conocimiento

Australia Cómo se percibe el Vino Australiano? DIFERENTES / POCO CONVENCIONALES ALPHA BOX & DICE: APARENTEMENTE RELAJADOS CON LOS PIES EN LA TIERRA PROMOVIENDO EL ESTILO DE VIDA AUSTRALIANO INSPIRADORES MODERNOS Y ACTUALIZADOS

Nueva Zelandia

Idiosincracia Neozelandesa

Cómo son?

Sociedad de diversos orígenes, que por naturaleza, los hace ser personas abiertas a la diversidad, y con un alto compromiso con su tierra. Conscientes y responsables con el medioambiente. ORGULLOSOS: Personas que defienden y honran su herencia, su origen y su cultura del Pacífico. Es común ver en ellos el amor por su tierra, son autosuficientes y no suelen compararse con otros.

RESISTENTES: Son trabajadores, esforzados y de fácil adaptación a los entornos adversos. No acostumbran quejarse. INDEPENDIENTES: Son personas que les dan un alto valor a su libertad, no buscan parecerse a otros o seguir las estructuras tradicionales. MULTICULTURALES: Son curiosos y abiertos a integrar otras culturas, son amables, respetuosos y tolerantes.

Características del Vino Neozelandés Vinos con paisaje, medioambiente y futoro VINO DE ISLAS VARIEDAD SEGUN GEOGRAFIA COMPROMETIDOS CON SU TIERRA VINO “NATURAL”

Desafíos del Vino Neozelandés MÁS ALLÁ DEL SAUVIGNON BLANC PARTICIPAR EN MÁS CATEGORÍAS JUSTIFICAR LA PROMESA ENOLOGÍA AVENTURERA Y ORGÁNICA

Estrategia:

¨Pure Discovery¨ ENOLOGÍA AVENTURERA Y ORGÁNICA ENOTURISMO, PERFECTO PARA LA ESTRATEGIA
 PRESENCIA EN FESTIVALES VITICULTURA SOSTENIBLE

Arquetipos: “Mother Earth” Resguarda el origen

“Explorer” Experimentar un mundo mejor, más auténtico, la vida más plena

Nueva Zelandia Cómo se percibe el Vino Neozelandés? INICIATIVA VERDE UNA PERSPECTIVA FRESCA ORGULLOSOS DEL ORIGEN REPRESENTANDO A NUEVA ZELANDA UN CUIDADOR NATURAL

Sudáfrica

Idiosincracia Sudafricana

Cómo son? Diversidad étnica y cultural. No existe una lengua única ni una cultura compartida, y es un país en el que su historia divide más que une. “UBUNTU”: Concepto africano y filosofía humanista de la relación del individuo con otros. "Ubuntu habla sobre el hecho que no puedes existir como un ser humano en aislamiento. Habla de nuestra interconexión. RESPETUOSOS: Suelen ser muy respetuosos de sus pares y de la autoridad. Y aunque son amigables, suelen mantener cierta distancia como un signo de respeto. ORGULLOSOS: Los sudafricanos expresan abiertamente el orgullo que sienten por su herencia cultural y por las características única de su país. EVITAN LA CONFRONTACIÓN: Evitan abordar temas controversiales.

Características del Vino Sudafricano Herencia de su historia COLABORACIÓN COMPROMISO SOCIAL

Desafíos del Vino Sudafricano RECUPERAR LA CONFIANZA DIFERENCIACIÓN PENDIENTE REFORZAR LA CEPAS BLANCAS SUSTENTABILIDAD SOCIAL Y MEDIOAMBIENTAL

Estrategia ¨Welcome to our World of Discovery¨ SUSTENTABILIDAD SOCIAL Y MEDIOAMBIENTAL HANNAUWA, EL VINO QUE PROMUEVE LA FELICIDAD LEGISLACIÓN PROGRESISTA

Arquetipos: “Humanitarian” Preocuparse por otros

“Mother Earth” Resguarda el origen

Sudáfrica Cómo se percibe el Vino Sudafricano? EL VINO QUE CAPACITA VINO DE LA FAMILIA Y LA COMUNIDAD

Argentina

Idiosincracia Argentina

Cómo son? Argentina no hay que entenderla… hay que amarla.

VIVEN EN EL PRESENTE PROTAGONISTAS HISTRIONICOS QUIEREN UN PAIS ESTABLE

Características del Vino Argentino Herencia de su historia COTIDIANO

AMBICIOSO DIVERSO Y PROPIO RESILIENTE

Desafíos del Vino Australiano REPENSANDO SU OFERTA “CAMBIANDO EL JUEGO: DE VARIETALES A REGIONES” EL MALBEC: LA PUERTA DE ENTRADA AL TERROIR MÁS ALLÁ DE LAS CEPAS: EL TERROIR UN CAMBIO SILENCIOSO

Estrategia LA TIERRA Y LA GENTE HACEN LA DIFERENCIA IDENTIDAD NACIONAL : EL VINO Y LOS ARGENTINOS EL VINO ARGENTINO NO ES UNA MODA REDESCUBRIENDO EL ORGULLO POR EL VINO EL ENÓLOGO: UN ROCKSTAR EL LENGUAJE DIFÍCIL DEBE QUEDAR ATRÁS.

Arquetipos: “Sage” Se sustenta en el conocimiento

“Regular guy” Realismo

Argentina Cómo se percibe el Vino Argentino? TERROIR DE LOS VINOS ARGENTINOS ACCOLATES TRADICIÓN, PASION Y GRAN EXPERIENCIA CATAS INVITAN A VIVIR EXPERIENCIA

Estados Unidos

Idiosincracia Americana

Cómo son? Tienen diversas raíces culturales, existiendo características sociales y de vida en comunidad que comparten. Estas características varían notablemente en cada región, por lo cual no deben ser percibidos como estereotipos. INDIVIDUALISTAS: Son fieles defensores de las libertades y derechos individuales y un amplio respeto de la vida privada, las opiniones de los demás y la igualdad humana en todo sentido. EMPRENDEDORES: Le otorgan mucha importancia al logro y al éxito personal, tanto en los asuntos profesionales, como en las cosas domésticas o cotidianas. Por lo que tienden a arriesgarse más por lograr sus sueños y emprender proyectos nuevos. COMPETITIVOS: Los americanos compiten todo el tiempo, incluso de manera amistosa. Esta cualidad de querer ser siempre los mejores, se refleja en su espíritu deportivo. Para ellos es importante ser el primero, vender más, estar en la cima de la lista. ETNOCÉNTRICOS: A los americanos les cuesta ver más allá de su propia cultura. Suelen estar escasamente informados sobre asuntos internacionales. Saben poco sobre la geografía, historia y realidades de otros países. Están muy ocupados con la diversidad de sucesos que enfrentan en su propio país.

Características del Vino Norteamericano Herencia de su historia EXPERIMENTAL MARKETEROS LIBRE

Desafíos del Vino Americano MÁS QUE CALIFORNIA NO SÓLO MODA UN CONTEXTO MÁS SUPERFICIAL CONSTRUIR UN RELATO MÁS PROFUNDO

Estrategia Discover California Wines CAMBIANDO EL ESCENARIO A SU FAVOR CALIDAD E INNOVACIÓN

Arquetipos: “Magician” Transformación de la realidad

“Creator” Crear valor

América Cómo se percibe el Vino Americano? SU PROPIA TRADICIÓN INNOVADORES VINO “EN CONSERVA” / VINO EN LATA

Italia

Idiosincracia Italiana

Cómo son? Con un alto espíritu de supervivencia y un entusiasmo natural, han aprendido a salir delante en situaciones difíciles. Un máximo sentido visual, sensibilidad por la moda y dotes creativas constituyen el “ sello italiano”. SENTIDO DE PERTENENCIA: La familia es una institución en Italia, tiene mucho peso en la vida de las personas. Su concepción se extiende más allá de la típica familia nuclear compuesta por padres e hijos, incluyendo también tíos, primos y abuelos. El PLACER Y EL DISFRUTE SON CENTRALES: Desde el tráfico de Roma hasta el papeleo que implica el menor trámite en el sector público dificultan la vida cotidiana. Puede que los italianos tengan un estilo de vida no muy eficiente, pero es incuestionable en cuanto al placer. No por nada “ la dolce vita” la inventaron ellos. SIBARITAS: El rito de la comida: Las comidas son un medio a través del cual los italianos celebran la vida y su gratitud a la tierra.

Características del Vino Italiano Herencia de su historia TRADICION DIFERENCIAS REGIONALES VINO Y GASTRONOMIA ETIQUETAS / DiSEÑO / MODA

Desafíos del Vino Italiano LOS VINOS DE ITALIA: REFORZANDO LA IDENTIDAD LOS NUEVOS CONSUMIDORES

Estrategia ¨Another love Story in Verona¨ NO SOMOS SÓLO MUCHAS VARIEDADES CONSTRUYENDO SOBRE SUS PILARES

Arquetipos: “Lover” Romanticismo y placer

“Creator” Crear valor

Italia Cómo se percibe el Vino Italiano? CONSTRUYENDO SOBRE SUS PILARES LA ESPONTANEIDAD Y EL SELLO ITALIANO SABEN DE DISEÑO Y ESTILO

Francia

Idiosincracia Francesa

Cómo son? La tradición y los métodos de la escuela francesa les hacen ser hipercríticos consigo mismos pero saben escapar gracias a la autoestima. REVOLUCIONARIOS O “INMOVILISTAS”: Se dice que los franceses son reacios a los cambios y al mismo tiempo, siempre exigen reformas y esperan (o temen) una gran revolución. NO HABLAN DE DINERO: A Los franceses tienen también una relación peculiar con el dinero, del que está mal visto hablar, por tres razones culturales: la tradición católica, la influencia del marxismo y la herencia de la cultura campesina. SON CONSTRUCTORES DE MARCAS: Los franceses son grandes constructores de marcas. Generan relato y marca con las cosas que hacen y venden. Y la primera marca es Francia misma. HEDONISTAS PERO RACIONALES: Francia ha exportado la figura del 'Bon vivant', pero los franceses se sienten incómodos si no hacen nada. Por eso el ocio hay que llenarlo, sobre todo el de los niños, a los que siempre se ofrecen actividades para ocupar el tiempo libre. CONSIDERAN QUE FRANCIA ES UNA EXCEPCIÓN: Lo admirable de Francia es esa voluntad de existir y de ser diferente frente al dominio anglosajón o ante la potencia económica de Asia. En el fondo, subyace la idea de que Francia es un modelo único y específico que debe servir de referente.

Características del Vino Francés Herencia de su historia CONSISTENCIA CERTEZA DE CALIDAD Y PLACER GLAMOUR FRANCÉS

Desafíos del Vino Francés LA DIFÍCIL TAREA DE SER EL REFERENTE

Estrategia

¨Magnetique Bordeaux (Burdeos)¨ / ¨Made in France Made with Love¨ SEGUIMOS SIENDO LOS MEJORES PREPARACIÓN DEL RECAMBIO GENERACIONAL DE ENÓLOGOS EL RECAMBIO GENERACIONAL DE CONSUMIDORES

Arquetipos: “Lover” La pasión de seducir

“The ruler” Mantener las reglas

Francia Cómo se percibe el Vino Francés? REFUERZO DE LA IDENTIDAD FRANCESA SÍMBOLOS DE LA TRADICIÓN Y PAÍS

España

Idiosincracia Española

Cómo son? La personalidad de los españoles es fruto de sus vivencias. Se ha convertido en una nación que valora profundamente la libertad de expresión y que tiene un lugar predominante se su vida el disfrute. EXPRESIVOS: No tienen problemas para comenzar una conversación (incluso con desconocidos) y suelen interrumpirse cuando están conversando, lo que en España se consideran algo bueno ya que muestra que la persona estaba escuchando atento.

FIESTEROS/GOZADORES: Los españoles están acostumbrados a salir e ir a fiestas como parte de su rutina semanal. CREATIVOS: Los españoles son reconocidos por su creatividad e ingenio a nivel mundial. Cuentan con destacados referentes en las diversas áreas artísticas. OPTIMISTAS: Los españoles tienden a ver las situaciones de forma más favorable. Eso explica como han logrado enfrentar difíciles momentos históricos y aún tener razones para celebrar. DESINHIBIDOS/TOLERANTES: Los españoles desarrollaron un espíritu colectivo pleno de libertades y licencias, que algunos han calificado como el “gran destape” español. Son más tolerantes de la diversidad.

Características del Vino Español Desafíos del Vino Español PAÍS REFERENTE QUE SE QUEDÓ DORMIDO RECUPERAR SU LUGAR: VOLVER A SER PREMIUM VISIÓN ÚNICA DEL VINO ESPAÑOL DAR A CONOCER SUS CEPAS EL PAÍS QUE PRODUCE PERO NO TOMA

Estrategia ¨Qualified designation of Origin (Rioja)¨ ASEGURANDO LA CALIDAD DE LOS VINOS DESPERTÓ LA FIESTA: ENTRETENCIÓN Y CREATIVIDAD

Arquetipos: “Jester” Pasarlo bien

“Creator” Innovación y belleza

España Cómo se percibe el Vino Español? ESTILO DE VIDA DE CELEBRACIÓN HUMOR Y CREATIVIDAD INNOVACION Y VANGUARDIA

En síntesis… Agresiva competencia / aumento de inversión Nuevos consumidores entrantes Innovación en producto y comunicación Acercamiento nuevos segmentos

Foco y Creatividad para LIDERAR en vinos, además de…

WoC 2016/2017 Exports by Market (Value)

Aumentar la demanda y el precio promedio de vino chileno Crecer un 3% en volumen y 6% en valor 2016 versus 2017 Objetivo

Real

WoC Objetivo General Plan 2025

Estrategia

Brand Building and Creating Value

Objetivos de MKT Posicionamiento Premium

Países Prioritarios 1

• • •

China Brasil Usa

2

• •

Canadá UK

Aumento de precio promedio

Precio •

Productos Premium (+US$ 60 FOB)

Penetración y consumo de vinos premium

Segmento Objetivo • • •

Trade Prensa Consumidores

WoC

Reasignación Inversión Mercados Prioritarios

Source: China Customs

Ian Ford Nimbility

Co_Founder de Summergate Fine Wine & Spirit. Actualmente consultor en Nimbility

Julio Alonso ASIA MARKET

ASIA Summit

INDEX

Summit 2018 • •

1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

INDEX

Summit 2018 • •

1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

ASIA

Per capita consumption

Per capita consumption of wine in China remains low compared to other markets

Source: Wine Intelligence 2018

ASIA

Chilean bottled wine exports by country in Asia COUNTRY

2017

% Variation 2016/2017

Volume (9 L. Cases)

Value (US$ FOB)

Av. Price (US$/9L.C)

Volume (9 L. Cases)

Value (US$ FOB)

Av. Price (US$/9L.C)

CHINA

8.201.553,81

253.930.441,46

30,96

29,25

30,07

0,63

JAPAN

6.476.684,87

158.500.059,83

24,47

13,08

11,67

-1,25

KOREA

1.001.033,73

37.993.391,01

37,95

2,53

-1,06

-3,51

HONG KONG

342.023,28

13.298.992,18

38,88

-5,02

-2,90

2,23

VIETNAM

286.305,72

11.439.608,10

39,96

1,11

-1,14

-2,23

TAIWAN

270.856,52

11.354.326,03

41,92

-8,75

-1,65

7,77

SINGAPORE

254.359,62

10.322.327,40

40,58

27,91

25,12

-2,18

Total Asia

16.832.817,56

496.839.146,02

36,39

8,59

8,59

0,21

Total WORLD

57.226.809,87

1.604.521.455,14

28,04

5,78

6,40

0,59

Source: Intelvid

INDEX

Summit 2018 • •

1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

CHINA

Imported wine drinkers in China 2018 2014

378 million

95 million

38 million

23,7 million

Urban adult population aged 18-54

Urban upper-middle class adult population

Urban upper-middle class imported wine drinkers

Monthly imported wine drinkers

430 million

112 million

51,6 million

32 million

Urban adult population aged 18-54

Urban upper-middle class adult population

Urban upper-middle class imported wine drinkers

Monthly imported wine drinkers

2018

Source: Wine Intelligence 2014 - 2018

CHINA

Distribution of Chinese imported wine drinkers 2018

Source: Wine Intelligence 2018

INDEX

Summit 2018 • •

1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

CHINA

Imported wine by country 2017

2016 vs 2017

The top 5 players fetched 90% of the market.

#

Country

Volume/ Liters

Value / USD

Average price 9L

Chg Volume

Chg Value

Chg Av. Price

1

France

217.859.557

1.050.783.353

43,38

14,05%

8,84%

-4,55%

Chile and Spain grew in average price.

2

Australia

105.777.343

682.405.373

58,05

33,25%

25,78%

-5,56%

3

Chile

74.374.462

266.972.216

32,31

23,66%

27,50%

3,16%

4

Spain

67.932.288

149.910.972

19,89

-5,74%

5,51%

12,18%

5

Italy

29.453.073

139.140.069

42,48

14,21%

21,76%

6,55%

6

United States

9.633.708

75.590.972

70,65

-1,06%

44,10%

45,64%

7

South Africa

8.120.109

24.449.255

39,33

-15,48%

-29,72%

-16,84%

8

Portugal

7.715.933

22.190.182

96,12

13,46%

16,92%

3,05%

9

Georgia

5.055.781

17.791.049

31,68

45,38%

46,09%

0,49%

10

Argentina

5.054.256

22.087.221

25,92

-9,61%

-4,50%

-30,43%

Chile has grown 27,5% in value and 24% in volume according to China Customs. (2016-2017) Spain: increases 5,51% in Value and Av. price in 12,18%.

Source: Canadian Wine Institute

CHINA

Imported wine by Country

Source: China Customs

34,2 28,6

28 24,9

29,1

22,5

CHINA Chilean exports evolution (Volume)

30,2

Volume Price

35,3 32,8

31,3

29,7

30,8

31

Chilean Export to China by Range (Value) 2013-2017

2013

2014

2015

2016

2017

0-19,99

9%

10%

16%

18%

16%

20-29,99

38%

43%

38%

33%

33%

30-39,99

17%

15%

16%

14%

17%

40-49,99

9%

8%

9%

8%

9%

50-59,99

5%

5%

4%

4%

4%

>=60

23%

19%

17%

23%

21%

RANGE CASE 

0 a 20

20 a 30

CHINA

30 a 40

40 a 50

Exports by Price Segment

50 a 60

> a 60

INDEX

Summit 2018 • •

1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

CHINA

Channel usage Rank in 2018

Wine-buying channel

2015

2017

2018

Long-term trend

Short-term trend

n=

1119

1000

1000

15 vs 18

17 vs 18

1

Wine shop/shop Specialised in alcohol

60%

63%

58%





2 3

On the internet Hpyermarkets

45% 58%

48% 39%

48% 40%

→ ↓

→ →

4

Department store

51%

40%

38%





5

Imported food and drinks stores

n/a

38%

36%

n/a



6

Duty free (at airport, ect)

42%

38%

35%





7

Boutique supermarkets

n/a

32%

30%

n/a



8

Directly from broker

26%

27%

25%





9 10

Overseas Supermarkets

28% 20%

26% 16%

24% 18%

↓ →

→ →

11

Discount supermarkets

15%

16%

13%





12

Covenience stores

14%

11%

10%





A smaller proportion of Chinese urban upper-middle class imported wine drinkers are purchasing wine from hypermarkets and department stores.

Source: Wine Intelligence 2018

INDEX

Summit 2018 • •

1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

CHINA

Country of origin awareness: Tracking Rank in Country of 2018 origin n=

2015

2017

2018

Long-term trend

Short-term trend

1119

1000

1000

15 vs 18

17 vs 18

1

France

78%

80%

82%





2

China

72%

72%

77%





3

Australia

54%

52%

53%





4

Italy

60%

54%

52%





5

Chile

39%

48%

49%





6

Spain

48%

46%

44%





7

New Zealand

46%

42%

43%





8

Portugal

46%

42%

41%





9

California USA

47%

47%

41%





10

Argentina

37%

37%

32%





There has been a significant decrease in country of origin awareness of several Old and New wine counties over the years but the awareness of France, China and Chile as wine producing countries to significantly increase. Source: Wine Intelligence 2018

INDEX

Summit 2018 • •

1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

CHINA

Competitive Landscape Brand

Market Position

Strengths

Weaknesses

+ France

+ Market Share 2017 (Value): 41,13% + Imported Value in 2017: USD 1.049.462.000 + Imported Volumen in 2017: 24.206.617 (9L Case) + Av. Price 2017: 43,38 USD/Case + Market Relevance Value 2017: 12,7% (Ranking: 2nd)

Heritage, first come, price positioning

South of France price point wave, high taxes, too high price points for Bordeaux 

+ Australia

+ Market Share 2017 (Value): 26,73% + Imported Value in 2017: USD 681.976.000 + Imported Volumen in 2017: 11.753.038 (9L Case) + Av. Price 2017: 58,05 USD/Case + Market Relevance Value 2017: 35,9% (Ranking: 2nd)

Biggest country budget, big team in China, truly diverse wine offer, cero tariff in 2019.

Political problems with China now, case of ethanol in AUS known in China, too concentrate, TWE holding 1/2 of exports to China. 

+ Chile

+ Market Share 2017 (Value): 10,46% + Imported Value in 2017: USD 266.904.000 + Imported Volumen in 2017: 8.263.829 (9L Case) + Av. Price 2017: 32,31 USD/Case + Market Relevance Value 2017: 15,8% (Ranking: 1st)

Good coordination among wine sector – good distribution stablished in the country.

Lower promotional budget – no vision in building a Nation Branding with a premium positioning – Australia reaching 0% import tariff in 2019.

CHINA

Competitive Landscape Brand + France

Strategic Pillars « Magnétique Bordeaux »
 (Bordeaux)

-Simply Bordeaux Roadshow April 24-27 (Qingdao, Chongqing, Hangzhou)

“Made in France, made with love”

-Rhone Valley Academy Trip (include level one and two), first semester of 2018 (Suzhou, Xiamen, Shenyang, Lanzhou, Kunming) Cooperate with Esen.

Sopexa for France wine comunication Sud de France brand name epitomise friendliness, authenticity, and modernity

+ Australia

+ Chile

Core Activities

Australian Wine Made Our Way - Growing the most diverse. - Freedom to experiment – while we respect tradition, not forced to adhere to regional rules,

“Love Wine, Love Chile”

Budget USD 5.700.000

-Medoc Masterclass 2017 Oct 23 – 27 (Shenzhen, Chongqing, Suzhou, Wuhan, Dalian)

-Wine Australia Award Oct (Shanghai)

USD 8.000.000

-Vinexpo Country of honor, 16 Masterclass, The Blend Party ) -Weib, 20 000 followers / Tmall official shop

-Wines of Chile Roadshow June 5-11, 4 cities (Shanghai, Zhengzhou, Wulumuqi, Chengdu) -Wines of Chile 90+ (shenzhen, Beijing) -Fair (CFDF Chengdu, Vinexpo, Prowine)

USD 1.000.000

CHINA

Competitive Landscape Brand

Market Position

Strengths

Weaknesses

+ Spain

+ Market Share 2017 (Value): 5,87% + Imported Value in 2017: USD 149.914.000 + Imported Volumen in 2017: 7.548.032 (9L Case) + Av. Price 2017: 19,89 USD/Case + Market Relevance Value 2017: 8% (Ranking: 4th)

Double budget for 2018 and more, big category is RIOJA in the premium segment, Spanish food  trend going on.

Low average price, low price positioning, 

+ Italy

+ Market Share 2017 (Value): 5,41% + Imported Value in 2017: USD 138.124.000 + Imported Volumen in 2017: 3.272.564 (9L Case) + Av. Price 2017: 42,48 USD/Case + Market Relevance Value 2017: 2,5% (Ranking: 9th)

Racing nation brand awareness, association with lux cars, fashion and food. 

Desalination of the efforts and budget, no unique institution for promoting wines.  

+ New Zealand

+ Market Share 2017 (Value): 1,14% + Imported Value in 2017: USD 29.202.000 + Imported Volumen in 2017: 287.580 (9L Case)* + Av. Price 2017: 101 USD/Case* + Market Relevance Value 2017: 31,6% (Ranking: 5th)

High budget in relation to their export, organized branding, clear nation branding, focus in one grape (SB) is working together with the race in whites. 

Too high price point causing a slower growth in volumes, limited varieties for a red driven country. 

CHINA

Competitive Landscape Brand + Spain

+ New Zealand

Strategic Pillars “Qualified designation of origin” (Rioja)

- Main Sponsor for China Blind Tasting Competition

Applying the standards in the Regulations and ensuring that they are complied with, encouraging and monitoring the quality of the wines covered

- Rioja Tasting Roadshow

Pure Discovery

-New Zealand Roadshow May 21-25, 3 cities (Guangzhou, Beijing, Shanghai) -Wines of Chile 90+ (shenzhen, Beijing) -Fair (CFDF Chengdu, Vinexpo, Prowine) -Sauvignon Blanc Month June 4 - July 3, (Media press Shanghai; SB party in Qingdao, Xiamen, Xian, Shanghai. Discount on Tmall shop) -Tmall official shop

“Founded on our reputation as a wine exporter of the first rank, crafting and marketing distinctively-New Zealand, high quality, high value wines.”

+ Italy

Core Activities

Another love story in Verona (Vinitaly) Emphasizing the importance of story-telling and sharing emotions through images and texts to consumers.

Budget USD 2.300.000

- Restaurant Promotion Week

-Vinitaly Roadshow one city, Changsha -Fair (Chengdu Shangri-la)

USD 1.450.000

USD 1.500.000

INDEX

Summit 2018 • •

1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

CHINA Strategy

Objectives Increase awareness of Chile as premium producer

Create demand for fines wines

Geographic •

1rst Tier Cities

Value >US 60 FOB per Case Above US 19 (RMB 130) OFF Trade per Bottle. Above US 37 (RMB 250) On Trade per Bottle. Above US 15 (RMB 100) On-line.

Target • • •

Young Consumers KOL Gatekeepers

CHINA COMMUNICATIONS

Two dimension CONSUMERS

Weibo

KOL

IMAGE ACTIVITIES

WoC

Chile Week Road Show

Website

Micro-Channels

PREMIUMIZATION Actividades

TRADE

Wechat

EDUCATION

WoC Academy 90+ De carácter íntimo (familia, amigos cercanos). 1. Trainer On-Trade promotion Alta incidencia en ocasiones especiales (fiestas). 2. Regular 3. Corporate

Newsletter

INDEX

Summit 2018 • •

1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

CHINA

Consumer campaign The campaign will be extended to 2018 in several digital media, micro-channels, Weibo and Wechat. Objectives: Increase the value of “Wines of Chile” as a brand in China, target markets set as priorities by the national industry. Target: Consumer. Date: Year 2019. Total cost: US$ 500 mil.

CHINA

WoC Web Site WoC Web Site Branding platform, created to showcase Premium chilean wines. The page will refer to an existing offer of Chilean wine in several websites.

Source: Canadian Wine Institute

CHINA

90+ / 2019 Will be the third edition of this massive high-end wine activity is leading by three opinion leaders of Wine industries; promoting 40 Premium Chilean wineries in China. Your brand will be showcase among key trade, medias, sommeliers and influencers in Shanghai and Beijing, connecting with distributors, buyers and consumers in different stages. Objectives

Creating Value and Branding for WoC, how to strengthen wineries positioning.

Target Audience

Trade-KOL.

Dates

Shenzhen (Oct 23th) and Beijing (Oct 25th).

Wineries

40 wineries.

Budget

USD $208.000

User Pays per Winery

USD $3.120

KPI

Attendees / Reach

3rd Edition 2019

CHINA

On-Trade On- Line Energizer Leverage on famous APP Dian Ping, to promote 90+ Chilean wines in premium restaurants in China, building upmarket positioning for our wines & boosting sales.

Target Audience Dates

Consumers October – November 2019

Wineries

20 wineries

Budget

USD $60.000

User Pays per Winery

USD 1,350

KPI

Restaurants envolved (80) – Consumer reach 500K– On line engagement for brands.

CHINA

Wines of Chile Academy REGULAR - TRAIN THE TRAINERS & CORPORATE PROGRAMS. We expect to have more that 45 Classes in 2019. Hong Kong & China (AWSEC) / Beijing (Dragon Fenix) / China (ASC) / Shanghai (Lu Yang) / Nanning (Julien Boulard).

Target Audience

Millennial Consumers and Trade

Dates

January to December

Wineries

20 wi 12 wineries neries

Budget

Wine Samples

User Pays per Winery

Wine Samples

KPI

Classes: +45

CHINA

Roadshow 2019 – One belt, One road Strengthen and build WoC image with differentiating identity in second and third order cities in China. Tentative Cities: Beijing, Xian, Fuzhou

Target Audience

Trade – KOL - Media

Dates

4th – 11st June 2019

Wineries

24 wineries

Budget

USD $154.000

User Pays per Winery

USD $3.700

KPI

Attendants to the Tradeshow >170 / Published articles per city >33

KOREA

Chile, the Farthest you can go Enlarge the spectrum of Chilean fine wine brands in Korea. The very first private massive high-end wine activity; promoting the 16 Premium Chilean wineries in Korea. brand among trade, medias, and influencers of Seoul. Besides, our wine stars will connect the wineries importers and the market players on the spot for a possible business ahead in the trendiest venues in town. Target Audience

Trade, Media and Consumers

Dates

November or December, 2019

Wineries

16 Wineries

User Pays per Winery

USD 2.640 (WoC Members) USD 3.420 (Non WoC Members)

the Farthest you can go

JAPAN

On-Trade Activation Focused on the most prestigious and innovational restaurants, bars and hotels in Tokyo (2 to 4 Weeks) The goal is to create a combined effect between an On-Trade activation and Digital Marketing that can build up the reach of the message to the consumer. Objectives

On-Trade Chilean Wine Promotion

Target Audience

Consumers

Dates

June 2019

Wineries

12 Wineries

Budget

USD 25.000

User Pays per Winery

USD 900

KPI

Restaurants envolved – Consumer reach – On line engagement for brands.

JAPAN

Kunio Bancho’s Book A series of assorted thematic tastings will be held to celebrate the launching of Kunio’s Book. The book will feature the differentiating element of Kunio's personal tasting notes taken through his visits to Chile, which seek to guide and motivate Japanese trade to explore Chilean wines from Premium segments. Objectives

Educational Guide

Dates

November 2019

Wineries

24 Wineries

Budget

USD 25.000

User Pays per Winery

USD 600

KPI

Trade Reached

JAPAN

JSA Tour 2019 It will be the 8th edition of the activity "Japanese Sommelier Association Tour", where 3 recognized Japanese sommeliers who previously visited Chile for educational program concepts, will guide a round of seminars and specialized tastings to sommeliers and local Objectives

Educational program

Dates

June 2019

Wineries

12 Wineries

Budget

USD 20.000

User Pays per Winery

USD 1600

KPI

Attendance / Reach

JAPAN

Rodolfo Guzmán and WoC

Boragó es in the TOP 27, on the 50 Best Restautants ranking. TOP 5 in South America. Rodolfo Guzman is a leading image for sophisticated and endemic Chilean cuisine Two Technical Dinners focused in:

Concept


 a) Press

b) Corporate: Conrad Hotel Cities

2 cities

Dates

12 – 16 February 2019

Budget

USD 20.000

User Pays per Winery

USD 1.000

KPI

Media Reach

Coffee Break !

Nueva App

Vinos de Chile Te invitamos a descargar desde nuestra nueva aplicación móvil para tener en tu bolsillo todos los beneficios de socio. Presentación del Wines of Chile Summit 2018 Información de eventos Cifras y estadísticas de exportaciones Reportes de ventas y consumidores de los distintos mercados Descárgala ya desde la App Store, en dispositivos Apple y desde la Google Play Store en dispositivos Android. Nombre de usuario: tu correo electrónico. Clave: los primeros 4 dígitos del RUT de la empresa socia.

Ma. Angélica Valenzuela BRASIL MARKET

BRASIL Summit

#103

INDEX

Summit 2018 • •

1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

BRASIL

Vinos, Champaña y Espumantes, Volumen Total 56,5%

14,000

2012 X 2017

13185.9522

11,500 10201.1717

9,000

8949.6637

8985.8068

29,3%

8426.9811 7812.6726

2016 X 2017 6,500

4,000

2012

2013

2014

2015

2016

2017

BRASIL

Nacional, Importado (Volumen) 240,000,000

226,480,592

234,990,886

229,738,726

227,773,248

187,512,136

191,375,140

180,000,000

118,672,180

120,000,000

75,842,830

70,314,053

80,545,965

80,872,261

91,810,546

60,000,000

28,3%

0 2012

2013

2014 NACIONAL

IMPORTADO

2015

2016

2017

BRASIL

Consumo per Cápita 2.00

1.9233

1.9026

1.8798

1.88

1.8955

1.8551

1.75

1.6908

1.63

1.50

2012

2013

2014

2015

2016

2017

2012

2013

2014

2015

2016

2017

POPULAÇÃO IBGE

193.946.886

201.032.714

201.032.714

204.450.649

206.081.432

207.660.929

ESTIMATIVA POP. > 18 ANOS

164.854.853

170.877.807

170.877.807

173.783.052

175.169.217

176.511.790

VOLUME LITROS

317.062.787

321.213.418

325.108.531

329.403.472

296.183.881

327.451.193

CONSUMO PER CAPITA LITROS

1,92

1,88

1,90

1,90

1,69

1,86

INDEX

Submmit 2018 • •

1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

BRASIL

Market Overview El mercado del vino está creciendo a tasas de dos dígitos. Las últimas cifras de Junio muestran un crecimiento del 19% en volumen y del 26,2% en valor. La base de consumidores se está expandiendo: 8 millones de nuevos consumidores ingresaron a la categoría en los últimos 5 años, alcanzando a 30 millones de consumidores regulares de vino. Distribución más fragmentada con la expansión del e-Commerce y supermercados como canal directo de consumo. Brasil ocupa el 3er lugar en e-Commerce del mundo, con un 26% de consumidores de vino comprando en línea (1ª China - 41%, 2º Reino Unido 30%). Source: Ideal Consulting / Jun 18, Wine Intelligence Brazil Landscapes 2017

BRASIL

Canales (Valor)

DISTRIBUIDORES

SUPERMERCADOS

.COM

BRASIL

Online wine shoppers in Brazil Adult population (18-64 years)

Over ¼ of regular wine drinkers in Brazil have purchased wine online in the past six months, with 6% purchasing wine online monthly

121 million1 54%

Wine drinkers

26%

66 million2 49%

Regular wine drinkers (i.e.

2 32 million at least once a month)

26%3

Online wine shoppers (past 6 months)

8 million 21%3

Monthly online wine shoppers

1.7 million

6%

INDEX

Summit 2018 • •

1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

BRASIL

Market share (Volumen)

Source: Ideal Consulting

COUNTRY

MKT Share Var.

Portugal Italy France Spain Argentina Chile

3% 1% 1% 1% -3% -4%

BRASIL

Top 10 Países Exportadores 2016

2017

PAIS

VOLUME (CX-9L)

%

FOB US$

%

FOB MD VOLUME US$ (CX-9L) (CX-9L)

%

FOB US$

%

FOB MD US$ (CX-9L)

% VAR VOL

% VAR US$

1

CHILE

4.818.604,1

49,1%

124.808.104,6

47,8%

25,9

5.697.369,3

45,3%

146.560.748,9

43,7%

25,7

18,2%

17,4%

2

ARGENTINA

1.567.572,7

16,0%

44.976.074,6

17,2%

28,7

1.707.572,5

13,6%

51.160.394,1

15,2%

30,0

8,9%

13,8%

3

PORTUGAL

1.203.636,9

12,3%

29.152.564,2

11,2%

24,2

1.812.372,8

14,4%

43.910.221,6

13,1%

24,2

50,6%

50,6%

4

ITALIA

889.200,7

9,1%

22.010.743,2

8,4%

24,8

1.353.711,7

10,8%

33.807.038,0

10,1%

25,0

52,2%

53,6%

5

FRANCA

413.044,0

4,2%

15.774.488,2

6,0%

38,2

645.497,3

5,1%

24.092.836,9

7,2%

37,3

56,3%

52,7%

6

ESPANHA

436.107,0

4,4%

11.974.792,2

4,6%

27,5

714.993,5

5,7%

18.866.329,4

5,6%

26,4

63,9%

57,6%

7

URUGUAI

248.478,8

2,5%

5.169.278,3

2,0%

20,8

328.701,8

2,6%

7.625.838,8

2,3%

23,2

32,3%

47,5%

8

ESTADOS UNIDOS

80.002,5

0,8%

2.870.237,8

1,1%

35,9

125.378,0

1,0%

3.914.396,0

1,2%

31,2

56,7%

36,4%

10

AUSTRALIA

54.177,0

0,6%

1.470.404,9

0,6%

27,1

35.632,1

0,3%

1.181.514,6

0,9%

25,2

95,1%

90,3%

Average Market FOB: USD 27.9

Volume Price 25,9

5,6

BRASIL Chilean exports evolution (Volume)

0 a 20

20 a 30

30 a 40

40 a 50

50 a 60

BRASIL Valor por segmento 2013-2017 de Chile en Brasil

> a 60

Chilean Export to Brasil by Range (Value) 2013-2017

0 a 20

20 a 30

30 a 40

40 a 50

50 a 60

BRASIL Exportaciones por segmento de precio

> a 60

RANGE US$ FOB

2013 2014 2015 2016 2017

0-20

23% 20% 23% 27% 30%

20-30

25% 29% 32% 34% 32%

30-40

22% 22% 20% 18% 19%

40-50

8%

9%

7%

10%

6%

50-60

7%

6%

5%

3%

3%

> 60

15% 14% 13%

8%

10%

INDEX

Summit 2018 • •

1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

BRASIL

Channel usage for wine purchase

¼ of wine consumers purchase wine online in Brazil, in a market dominated by purchasing wine in supermarkets

Source: Wine Intelligence, Vinitrac® Brazil, November '17, n=1,000 Brazilian regular wine drinkers

26%

*

Online wine shoppers

BRASIL

% of online wine purchasing in a global context Sweden Finland

7%

Norway 4% 3% Denmark

UK 30%

Canada 3%

Netherlands 11%

Ireland

Belgium

5%

5%

USA 13%

Portugal 5%

Spain

13%

Russia

Poland 5%

Germany 17%

6%

China 41%

Japan 23%

11%

Mexico

Hong Kong

7%

10%

Colombia 7%

Brazil 26%

Chile 10%

Singapore 18%

Argentina 4%

Source: Wine Intelligence, Vinitrac® studies in all stated markets in 2017 and 2018 and 2014 (Russia)

Australia 21% New Zealand 18%

INDEX

Summit 2018 • •

1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

BRASIL

Competitive Landscape País

+ Portugal

+ Argentina

+ Italia

Posicionamiento de Mercado

Fortalezas

Debilidades

Trabajo consistente por parte de ViniPortugal, tendencias culturales, turismo en crecimiento, buena relación calidad-precio.

Sin beneficio impositivo de importación, alta concentración en vinos “entry level”, no muy bien posicionados en otros mercados internacionales

14% Market share, 2015-18 crecimiento en volumen 26%, Precio promedio FOB USD 30.9 (caja), Ranking – 3rd

Proximidad geográfica e impuesto de importación, sólida reputación internacional, Malbec como cepa emblema, crecimiento del turismo

Perdió competitividad recientemente (precio-calidad), inestable, demasiado concentrado en una cepa, no tiene muchas marcas fuertes

11% Market share, 2015-18 crecimiento en volumen 48%, Precio promedio FOB USD 27.4 (caja), Rank – 4th

Variedad de estilos, fuertes lazos culturales, marcas fuertes en el segmento premium, inversión creciente de la UE, regiones emergentes ganando popularidad

15% Market share, 2015-18 crecimiento en volumen 64%, Precio promedio FOB USD 28.6 (caja), Ranking – 2nd

Baja coordinación de organismos geográficos, alta dependencia de vinos “entry level” (Lambrusco)

BRASIL

Competitive Landscape Brand

Strategy / Positioning

Core Activities

Budget

VINOS DE UNA DE LAS REGIONES MÁS TRADICIONALES Y ANTÍGUAS DEL MUNDO / CONVERTIR LOS VINOS DE PORTUGAL COMO EL PRÓXIMO "HOT SPOT" DEL ESCENARIO INTERNACIONAL DE VINOS

EVENTO ANUAL CON APOYO DE IMPORTANTES MEDIOS EN SÃO PAULO Y RIO DE JANEIRO / ACTIVIDADES DE EDUCACIÓN EN DIFERENTES CIUDADES DE BRASIL.

-

+ Argentina

MALBEC, LA PUERTA DE ENTRADA

MALBEC DAY EN SÃO PAULO, RIO DE JANEIRO Y BAHIA.

-

+ Italia

APALANCADOS EN VALORES COMO LA FAMILIA, LA COMIDA Y EL SELLO ITALIANO

PROSECCO

+ Portugal

BRASIL Estrategia

Objetivos Consolidar liderazgo

Desarrollar posicionamiento premium

Geográfico 1



2



São Paulo / Rio de Janeiro Campinas, Belo Horizonte, Porto Alegre

Precio • • •

>US 60 FOB per Case R$ 90 retail off trade R$ 150 On Trade

Aumentar el precio promedio

Foco • • •

Consumers KOL Gatekeepers

INDEX

Summit 2018 • •

1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape

• •

3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute

BRASIL

COMUNICACIONES

ACTIVIDADES

Plan 2019

EDUCACIÓN

PREMIUMNIZACIÓN

IMAGEN

WoC Academy

Tasting Sao Paulo

Roadshow

Sommelier contest

Pop up events

Digital campaign Ferias

Regular classes

Reina de Copas

CONSUMIDORES

Influenciadores

TRADE

Facebook e Instagram

Newsletter

BRASIL

Tasting WOC – São Paulo Innovar el formato , lugar y actividades (paseo virtual por bodegas participantes, experiencias sensoriales, interacciones tecnológicas, actividades culturales, entre otras). Programa: DIA 1: Evento de periodistas en la mañana, almuerzo periodistas y enólogos, Masterclass, Walk around tasting.
 DIA 2: Fiesta Consumidores Objetivos: Renovar el evento y la marca WoC, establecer relaciones con el público objetivo, cobertura de medios. Foco: Medios, Trade y Consumidores. Aprox. 1.000 invitados. KPI’s: Número de participantes, exposición a los medios, contacto de potenciales clientes, participación en las actividades propuestas. Costo: USD 2.000 por Viña Fecha: Agosto 2019

BRASIL

Tasting WOC – São Paulo CONSUMIDOR
 CONCEPTO: Acercar a los jóvenes (Millennials) al evento WOC. Tres elementos / valores clave que resuenan en esta audiencia: Propósito, interacción y experiencia. COMUNICACION: A través de redes sociales se comunicará el evento. Trabajo con influenciadores. APP PARA LA ACTIVIDAD: Aplicación para el evento donde los participantes puedan acceder a las actividades, ver el espacio, inscribirse en las actividades, ver más información sobre las bodegas y sus productos. TICKET DE DEGUSTACION: Cupón para degustar en forma de pasaporte. Después de cada cata, cada participante recibe un sello hasta que se completa el pasaporte. Estimular el consumo con moderación.

BRASIL

WoC Chile Tasting ACTIVIDADES INTERACTIVAS
 REALIDAD VIRTUAL: Los participantes se sentarán en sillas y serán invitados a un viaje a las diferentes regiones de Chile y sus bodegas con gafas de realidad virtual. MESA CON PANTALLA TACTIL: Con información sobre diferentes variedades de cepas y vinos exhibidos en el evento.

BRASIL

WoC Chile Tasting SUGERENCIAS DE LOCACION:

SÃO PAULO • Terraço Museu da Casa Brasileira • Casa Bossa • Casa das Caldeiras

TRAIN THE TRAINERS

WOC AMBASSADOR CONTEST

REGULAR CLASSES

BRASIL

Wines of Chile Academy #131

BRASIL

Train the Trainers Certificaremos al primer grupo de sommeliers TOP. Los mejores estudiantes serán embajadores WoC. OBJETIVO: Educación y compromiso por parte del trade. FOCO: Sommeliers de restaurantes de alta gama. FECHA: Febrero – Mayo 2019. ESCUELA: Enocultura, elegida mejor escuela el 2017 por WSET. KPI: Certificar a 60 sommeliers de alta gama en los mercados objetivo (4 ciudades). Comenzar en São Paulo y ampliar al programa a otras 3 ciudades. Total: 60 profesionales COSTO: USD 1.300

BRASIL

WoC Ambassador contest Seis de los mejores estudiantes serán invitados a Chile para un entrenamiento intensivo de 1 semana. Al final del programa tendremos 6 embajadores para el vino chileno en Brasil. FOCO: Profesionales que participaron en WOC Academy FECHA: Julio 2019. ESCUELA: Orador destacado sommelier ex Héctor Vergara. KPI: Certificar a 6 de los mejores sommelier WoC en Brasil. COSTO: USD 700

BRASIL

Regular Classes Cursos de WOC Academy para los consumidores finales. OBJETIVOS: Educación. FOCO: Consumidores de vino. FECHA: Marzo a Diciembre. COSTOS DE PARTICIPACION: Muestras de vino. Los cursos se venderán a los consumidores. Incluye el material que WoC producirá. CIUDADES: 6 clases durante 2019. 20 estudiantes por clase.120 estudiantes.

BRASIL

Roadshow 2019 Una gira de una semana para promover la diversidad de vinos chilenos en mercados clave. OBJETIVOS: Fortalecer y construir imagen WoC en ciudades de primer y segundo nivel en Brasil. FOCO: Trade – KOL - Media. FECHA: Septiembre 2019 (one week). CIUDADES: Campinas, Belo Horizonte and Brasilia VIÑAS: 30-40 COSTO TOTAL: USD $165.000. COSTO DE PARTICIPACION: USD $3.000. KPI: Asistentes a la feria, impacto en los medios Campinas Martes

Belo Horizonte Miercoles

Brasilia Jueves

BRASIL

São Paulo REINAS DE COPAS Reforzar la calidad de los vinos premium chilenos entre las principales sommelières de SP. Amplificación RRSS Reforzar la presencia cada vez mayor de mujeres en el mundo de vino. FECHA: Mayo 2019. DESCRIPCION: cada una de ellas va a desarrollar una carta de vinos a partir de los vinos inscritos para la actividad. El evento será en un local cool y moderno de SP y RJ para atraer los consumidores Millennials, con DJ y muy informal. TARGET: Consumidor final Millennial COSTOS ESTIMADO: US$ 30.000,00 COSTO: US$ 1.500 por viña.

BRASIL

WOC Pop Up Activities São Paulo and Rio CASA COR: Desde 1996, CASACOR es el evento de diseño y decoración más grande de América Latina. Presente en todas las principales ciudades brasileñas durante todo el año. VEJA COMER & BEBER: Veja Comer & Beber es un premio anual promovido por la revista Veja, que elige los mejores restaurantes, bares y bocadillos de la ciudad en cada una de las 42 categorías. TASTE OF SÃO PAULO: Taste of São Paulo es la primera edición de los Taste Festivals que tienen lugar en América. Reúne a reconocidos chefs en auténticas y únicas cenas, clases y entretenimientos en un ambiente muy divertido. FESTIVAL PATH: Festival Path es una cumbre de innovación y creatividad que quiere transformar el acto de pensar, actuar y construir relaciones entre la comunidad creativa.

BRASIL

Digital Campaign Love Wine Love Chile OBJETIVO: Desarrollar imagen y posicionamiento premium en consumidores, generar engagement. DESARROLLO DE CONTENIDO: Producción y adaptación de contenidos propios, gestión de redes sociales de terceros (como Facebook, Instagram, Twitter, Linkedin y YouTube), gestión de bases de datos y marketing digital. TARGET: Consumidores Millennials. FECHA: Marzo - Diciembre.

BRASIL Feria

PROVINO: Se espera que sea el principal salón comercial de América Latina, orientado a los negocios, donde la industria del vino y las bebidas espirituosas se reúnen con profesionales del vino, el comercio y la gastronomía. OBJETIVOS: Aumentar la conciencia de Chile en el comercio. Generar nuevas oportunidades de negocio para las bodegas chilenas. FOCO: Trade. FECHA Y LUGAR: 15-17 de Septiembre 2019, São Paulo. COSTOS TOTAL: TBC. KPI: Asistentes a la feria, generación de nuevos negocios.

Claudia Soler CANADA / UK MARKET

CANADA Summit

INDEX

Summit 2018 •

1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute

INDEX

Summit 2018 •

1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute

CANADA

Market Analysis Market Share by Province in 2017 By Volume and Value

Volume

Value

Quebec: BC : Ontario: Alberta:

23.3 L 18.7 L 15.2 L 12.8 L

Source: Canadian Wine Institute

CANADA

Demographics of Canadá Adult population (19+ years)

Regular wine drinkers have increased 5% between 2015 y 2018. Almost 2/3 are in Ontario and Québec, and 1/2 are under the age of 44.

28,8 million1 54%

Wine drinkers (red, white or rosé wine)

21 million2 49%

Regular wine drinkers (i.e.

2 16,7 million at least once a month)

72%3

Weekly (i.e. at least once a week)

12 million

58% 42%

INDEX

Summit 2018 •

1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute

% CHANGE VALUE (2017-2016)

Value

CANADA 2016 - 2017

Chilean wine sales in Canada are 
 CONCENTRATED IN 4 PROVINCES with sales accounting for 
 89% in volume and 87% in value BC ALBERTA QUEBEC

ONTARIO

CANADA

Chilean Wine Sales

Over 2,677,331 9L cases of CHILEAN wine 
 were sold in 2017 for a 
 TOTAL OF CAD$ 353.4 M 
 (avg. $10.99 per bottle).

TRENDING UP 1.0% IN VOLUME 0.1% IN VALUE

41,9%

22,8% 37,5%

Volume Price

17,1%

6,7% 3,4%

CANADA

Chilean Wine Sales 2017

2,8%

2,3%

1,3%

1,1%

0,3%

0,1%

0,1%

37,0 31,53

33,7

36,4

38,0 34,9

40,4

40,9

40,2

37,8 33,2

Volume

CANADA

Chile exports (bottled wine)

31,9

Price

32,3

US$ FOB 2013

CANADA

US$ FOB 2014

US$ FOB 2015

US$ FOB 2016

Chile price by segment 2013-2017 in Canadá – Value

US$ FOB 2017

Chilean Export to Canada by Range (Value) 2013-2017

RANGE US$ FOB

0 a 20

20 a 30

CANADA

30 a 40

40 a 50

Exports by Price Segment

50 a 60

> a 60

2013 2014 2015 2016 2017

0-20

2%

8%

16% 19% 20%

20-30

22% 19% 16% 16% 15%

30-40

14% 14% 20% 22% 22%

40-50

17% 18% 17% 16% 16%

50-60

14% 17% 11% 10% 10%

>60

31% 24% 18% 17% 17%

ONTARIO

% CHANGE VALUE - VOLUME (2017-2016)

Value

ONTARIO Market Share

Volume

Chilean wines grew +54% in volume since 2007 - Double market growth. *In hectolitres

ONTARIO

Chilean Wines in Ontario

INDEX Summit



1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute

Sales $ Net R13 Period 8 2018 TY

LY

% Chg.

Share TY

Share LY

LCBO WINES

$96.308.356

$96.726.031

-0,43%

84,0%

85,1%

VINTAGES

$18.319.879

$16.934.573

+8,18%

16,0%

14,9%

Grand Total

$114.628.235

$113.660.604

+0,85%

ONTARIO

Chilean Wines in Ontario – LCBO & VINTAGES

-1,95%

Share TY Share LY +4,98% LY

TY

-0,73%

ONTARIO

Chilean Wines in Ontario – LCBO

-29,05%

$0 - $11.99

65,6%

66,6%

$12 - $14.99

29,9%

28,3%

$15 - $17.49

3,2%

3,2%

$17.50 - $19.99

1,3%

1,8%

ONTARIO

Vintages New World

USA New Zealand Canada Australia Argentina Chile

Sales $ Net Roll 13 $167.473.210 $53.857.899 $31.698.545 $29.792.285 $19.640.424 $18.319.879

Sales $ Net LY Roll 13 $150.776.095 $49.357.375 $31.445.116 $30.041.911 $18.592.309 $16.934.573

11,1% 9,1% 0,8% -0,8% 5,6% 8,2%

South Africa

$7.214.043

$7.011.584

2,9%

% Var.

36,2%

+

Sales $ Net R13

Sales $ Net TY Sales $ Net LY Roll 13 Roll 13

Period 8 2018

-5,99%

-14%

+170,9% LY

ONTARIO Vintages Chile

TY

% Var.

MS TY

MS LY

VINTAGES

$10.707.299

$9.491.225

+12,81% 58,43% 55,48%

VINTAGES ESSENTIALS

$6.812.100

$6.943.071

-1,89% 37,17% 40,58%

+11,3% +22%

+3,4%

3 Year Average Growth: 11,95%

ONTARIO

Chilean Wines in Ontario - Vintages

INDEX

Summit 2018 •

1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute

CANADA Trends

Growing importance of groceries & convenience as a wine buying channel. Wine market remains in steady growth, particularly in the premium sector. Canabis: A possible threat to the wine category in Canada = Full legalisation October 2018. Sparkling wine category growing but from a low base.

INDEX

Summit 2018 •

1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute

ONTARIO

Competitive Landscape Brand

+ California

Strengths

Market Position*

+ 20%

Market Share

+ US

Leader, Strong and positive image of California Strong presence in on-trade Image is both accessible and upscale to support all price points +

+ Italy

+ 16%

Market Share

+ Australia

+ 9%

Market Share

+

+ France

+ 9%

Market Share

+

*by value $

Steady Investment in the Market

Benchmark for ultra premium return to Europe for authenticity

Weaknesses + Recent

vintages have been tough and many wineries cannot sustain demand of the market + Complexity

of offer

+ Decreasing

Trend & Market

Share + Complexity

inaccessible

of offer /

ONTARIO

Competitive Landscape Brand

+ California

+ Italy

+ Australia

+ France

Strategy / Positioning

+

Position in Higher Price Range

Core Activities + Annual

Consumer Wine Fair, Trade Tastings, Retail Promotions, FAM

+

800.000 US$

+ Consumer + Accessibility

+

+

/culture/ sexy

Savour Australia, Friendliness

Culture / Authentic regionality

and Trade Tastings, Retail promotions, FAM, Regional trade tastings

Budget

+ Consumer

and Trade Tastings, Retail Promotions, FAM, Trade Masterclasses + Wine

Fair by region, Trade Tastings, Retail Promotions, FAM all by region

+ 800.000

US$

+

560.000 US$

+

770.000 US$

ONTARIO

Competitive Landscape Brand

+ California

+ Italy

+ Australia

+ France

Strategy / Positioning

+

Position in Higher Price Range

Core Activities + Annual

Consumer Wine Fair, Trade Tastings, Retail Promotions, FAM

+

800.000 US$

+ Consumer + Accessibility

+

+

/culture/ sexy

Savour Australia, Friendliness

Culture / Authentic regionality

and Trade Tastings, Retail promotions, FAM, Regional trade tastings

Budget

+ Consumer

and Trade Tastings, Retail Promotions, FAM, Trade Masterclasses + Wine

Fair by region, Trade Tastings, Retail Promotions, FAM all by region

+ 800.000

US$

+

560.000 US$

+

770.000 US$

INDEX

Summit 2018 •

1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute

CANADA (Toronto Strategy) Strategy

MKT Objectives Enhance the premium positioning

Geographic 1



Ontario

Increase the penetration of premium wines in on & off trade (LCBO)

Value •

$CAN 15+

Target • • •

Trade Press Consumers

CANADA Activities

Communication

Activities

IMAGE

PREMIUMIZATION Actividades

• LCBO WoC Spotlight • WoC Tasting

• On trade Buyers Trip • Academy De carácter íntimo (familia, amigos WoC cercanos). • Foodism Chile • LCBO Staff Trainning

Alta incidencia en ocasiones especiales (fiestas).

TRADE

CONSUMERS

Monopoly ON/Offine Platforms

EDUCATION

Foodism Chile

On trade Buyers trip

WoC Academy LCBO Staff training

INDEX

Summit 2018 •

1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute

North America CHILE TRADE SUMMIT Taste the Unexpected Experience Most Comprehensive Tasting of Chilean Wine in North America + Program • State of the Market Address, SVB, Nielsens, Wine.com, Proof Network (Meta Data) • Benchmark Varietal Blind Tastings • Benchmark Valley Tastings • Walk around tastings • Taste of Chile Dinners US$15–25 price range Chilean Menu from Chefs Guzman & Bazan

50 TOP US TRADE/MEDIA BUYERS FROM CANADA • 12 main monopolies buyers • Grocery store buyers • Media

TRADE SUMMIT (3-DAY & 2-NIGHT or 2-DAY & 1-NIGHT)

Cost Producer $4,000

ONTARIO

LCBO Wines of Chile Spotlight DATE: 4 week Period in 2019 –November –Holiday 1 Period* FOCUS: Trade, LCBO/ VINTAGES wine consumers DESCRIPTION: Wines of Chile Spotlight on up to 10 Chilean wineries 99 LCBO store display – front nesting table – 16-20 cases /display Chile –branded large display windows at LCBO RBC Plaza and Manulife LCBO Flyer Wines of Chile Feature – 1M circulation Staff training series for LCBO Consultants and Front-Line Staff LCBO Shopper Marketing program 60 tastings at 20 stores Radio spot – min 675K impressions ESTIMATED FEES: $7,495/SKU -- min 10 SKUs $95/SKU In-store tastings –80 -100 additional tastings KPI: Sales lift for participating SKUs  * Subject to LCBO approval

ONTARIO

Wines of Chile Grand Tasting & Festival DATE: November 2019 DESCRIPTION: 10:00-12:00 13:00-14:30 15:00-18:00 18:00-20:00

Master Class for key influencers and LCBO Product Consultants LCBO Buyers Lunch (principals & winemakers) Trade walk-around tasting in afternoon for multiple wineries Consumer Food & Tasting in evening with local on-trade partners

Other Activation: E and M-Commerce sales - on-site purchase via LCBO e-comm LCBO tie in with retail Spotlight and e-comm eblast “Wine Wednesday” dedicated to CHILE VINTAGES – 8- 10 Chile releases in 4 weeks prior to event ESTIMATED FEES: $1,995/table - min 28 tables KPI: Reach of 125.000, on site sales

ONTARIO

IWEG partnership / WoC Academy DATE: June 2019 - TBC. FOCUS: 30 key licensee buyers/sommelier/consumers. DESCRIPTION: Certificate Programme tailored training of 3 hours dedicated to experts sommeliers /key trade influencers and consumers. Educational Partnership with Independant Wine Education Guild. Current enrolment include LCBO Buyers, Product Consultant, Beverage Directors, Hospitality Managers, and consumers; lead by a respected educator / Chile spokesperson. ESTIMATED FEE: $125/SKU min 10 SKUs KPI: Key Buyers / Sommelier Certified

ONTARIO On-Trade Buyers Trip DATE: Winter 2019 FOCUS: : Licensee buyers – chain and influencer on-trade. DESCRIPTION: Excite on-trade to the Chilean wine offer, to premiumize category. Priority invitations: to resto groups to drive volumes : SIR Corp, O & B, The Keg, Earls, Cactus Club, Joey Secondary invitations: “virtual influencer” groups focusing on premium wines to elevate Chile wine brand: Iconink, DRC, OVB, The Chase ESTIMATED FEES: N/A KPI: Increase sales and premiumize category through orders and listings

ONTARIO

LCBO Staff/Product Consultant Training DATE: 2019 – January / April / November - TBC FOCUS: 100 LCBO Product Consultants and Front Line Staff. DESCRIPTION: Increase prescription from the LCBO product consultant and Front Line Staff capitalizing on their brand knowledge 15-20 Staff Trainings in-store to support Chilean brand sales to accompany VINTAGES releases and LCBO Wines of Chile Brand Spotlight Product consultant Training seminar at Chile Grand Tasting. COST: USD 250 per wine KPI: Number of Product Consultants / Front Line Staff trained

ONTARIO Foodism Chile

Date: March (Sustainability Theme) or November (Holiday Theme). Focus: Consumers and Licensee buyers Description: Upscale partnership: Foodism TO Magazine Develop an “Insiders Guide to Chilean Wine” (8 page print wine & recipe) - integrated content with website takeover, sponsored posts, social and editorial support. KPI: Sales lift for participating SKUs, impressions, press coverage, social media

UK

UK

Summit

INDEX

Summit 2018 •

1. UK Consumption Exports Channels Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019

Source: Canadian Wine Institute

INDEX

Summit 2018 •

1. UK Consumption Exports Channels Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019

Source: Canadian Wine Institute

UK

Per Cápita Consumption (liters per head)

Per Capita consumption of wine is now back at the same level as in 2007

Statista 2018

UK

Demographics of UK 2015

51 million

25 million

Adult population

Regular Wine Drinkers

2018

51,3 million

35,7 million

Adult Population

Wine Drinkers

28,6 million 22,9 million Regular Wine Drinkers

Weekly wine drinkers

Source: Wine Intelligence 2014 - 2018

INDEX

Summit 2018 •

1. UK Consumption Exports Channels Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019

Source: Canadian Wine Institute

UK

Imported Wine by Value by Country (total Wine) Three countries represent 58% of the value of the imports – France, Italy & New Zealand Chile is number 6 after Australia, with 8% value market share Chile’s bottled value exports into the UK declined in 2017

Fuente: Intelvid

UK

Market Share by Country (Bottled Wine)

27,89 23,57 21,02

25,03

23,44

20,92

20,66

22,46

22,91

25,73 23,24

19,61

Volume

UK

Chile exports (bottled wine)

Price

22,91

US$ FOB 2013

UK

US$ FOB 2014

US$ FOB 2015

US$ FOB 2016

Chile price by segment 2013-2017 in UK – Value

US$ FOB 2017

Chilean Export to UK by Range (Value) 2013-2017

0 a 20

UK

20 a 30

30 a 40

40 a 50

Exports by Price Segment

50 a 60

> a 60

RANGE US$ FOB

2013 2014 2015 2016 2017

0-20

32% 17% 21% 23% 22%

20-30

26% 27% 57% 58% 58%

30-40

29% 40%

9%

8%

11%

40-50

6%

10%

7%

6%

4%

50-60

1%

2%

1%

2%

2%

> 60

5%

5%

4%

4%

4%

INDEX

Summit 2018 •

1. UK Consumption Exports Channels Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019

Source: Canadian Wine Institute

UK

Channels – On trade Facts and Figures Wine Breakdown Volume Volume Value Share Change Change STILL WINE

87,4

-7,1

-2,2

SPARKLING

9,5

+23,3

+22,7

CHAMPAGNE

2,4

-11,7

-9,3

OTHER

0,8

-7,2

-6,8

+22.7% Sparkling wine is the only alcoholic drink that increased in 2017 – driven predominantly by Prosecco

White Wine Dominates Volume Share

33,9% of volume share makes Merlot king of the reds

70% of white sales come from 3 varieties: Pinot Grigio, Sauvignon Blanc & Chardonnay

Source: CGA

UK

Channels – On trade Facts and Figures

French wine continued to dominate on-trade values but the origin on the rise was New Zealand, which gained 13,3% while France fell by 4,0%.

UK

Channels – Off trade Facts and Figures Value Sales Value (£m) 2017

Share

Growth (%)

STILL WINE

5.551

33,7

2,6

SPARKLING

851

5,2

8,7

CHAMPAGNE

293

1,8

-10,6

While volume has fallen value is up. Consumers drink less frequently but they are spending more.

Wines with a retail of £10 & above have increased by 23% in volume & 25% in value (to 24th March 2018)

INDEX Summit



1. UK Consumption Exports Channels Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019

Source: Canadian Wine Institute

UK

Trends Ongoing tough and uncertain trading environment for wine. Wine prices are rising. Less but better. Drinkers becoming less engaged in wine. Innovation will remain a evolutionary process in a conservative category. Opportunity for sustainable wines. Limited potential for lower alcohol wine. Openness to niche origins and varietals within a conservative category.

INDEX

Summit 2018 •

1. UK Consumption Exports Channels Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019

Source: Canadian Wine Institute

UK

Competitive Landscape Brand

Market Position*

Strengths

Weaknesses

+ Australia

21% MARKET SHARE-2% YOY UK 3rd LARGEST 9% OF EXPORTS 1,780,000 HL’s £1,504M

POSITIVE COUNTRY IMAGE PERFORMS WELL AT ALL PRICE POINTS STRONG BRANDS

IMAGE OF LARGE PRODUCERS TASTE PROFILE OF WINES VALUE FOR MONEY

+ Spain

9% MARKET SHARE +3% YOY UK is 2ND export DESTINATION 784,000 HL’s £761M

GOOD PREMIUM IMAGE – RIOJA 51% RED / 49% WHITE TRAVEL DESTINATION STRONG IMAGE IN UK

LARGE % OF SALES AT LOW PRICE POINTS POOR VINTAGE

+ New Zealand

6% MARKET SHARE +11% YOY Uk is 2ND LARGEST 30% OF EXPORTS 553,000 hl’s £650M

HIGHEST AVERAGE PRICE POINT SEEN AS PREMIUM SAUVIGNON BLANC & PINOT NOIR 98% VINEYARD AREA CERTIFIED SUSTAINABLE

LACKS DIVERSITY REGARDED AS JUST SB PRODUCER

+ Argentina

3% MARKET SHARE +2% YOY UK IS 2ND EXPORT DESTINATION 256,000 HL’S £276m

MALBEC TRENDY COUNTRY IMAGE GOOD CUISINE

62% PRODUCTION MALBEC NOT SEEN AS A WHITE WINE PRODUCER LACK OF GENERIC PRESENCE IN UK

UK

Competitive Landscape Brand

Strategy/Positioning

Core Activities

ARTISAN PRODUCER FOCUS PREMIUM REGIONALITY

TRADE ONLY FOCUS EDUCATIONAL DAY MASTERCLASSES SMALL PRODUCER TASTINGS REGIONAL FOCUS TASTINGS

ATT PROWEIN FAM TRIPS

+ Spain

REGIONALITY PREMIUM

TRADE FAIRS LWF & PROWEIN – ATT – TRADE & CONSUMER BEEGIONAL FOCUS TASTINGS IMW SYMPOSIUM HOSTS

LARGE PRESENCE AT BOTH RIOJA INDEPENDENTS CAMPAIGN CABALLEROS DINNER

+ New Zealand

PREMIUM REGIONALITY SUSTAINABILITY

ATT – TRADE & CONSUMER TRADE TASTINGS – PROWEIN PRESS TASTINGS CONSUMER EVENTS

+ Argentina

WHITE WINES PREMIUM CONSUMER

BARULLA SUMMER CONSUMER FESTIVALS TRADE FAIRS – PROWEIN WORLD MALBEC DAY

+ Australia



NZ SYMPOSIUM FAM TRIPS INDEPENDENTS CAMPAIGN SOMMIT 2018 MW TRIP

UK

Competitive Landscape Brand

Strategy/Positioning

Core Activities

ARTISAN PRODUCER FOCUS PREMIUM REGIONALITY

TRADE ONLY FOCUS EDUCATIONAL DAY MASTERCLASSES SMALL PRODUCER TASTINGS REGIONAL FOCUS TASTINGS

ATT PROWEIN FAM TRIPS

+ Spain

REGIONALITY PREMIUM

TRADE FAIRS LWF & PROWEIN – ATT – TRADE & CONSUMER BEEGIONAL FOCUS TASTINGS IMW SYMPOSIUM HOSTS

LARGE PRESENCE AT BOTH RIOJA INDEPENDENTS CAMPAIGN CABALLEROS DINNER

+ New Zealand

PREMIUM REGIONALITY SUSTAINABILITY

ATT – TRADE & CONSUMER TRADE TASTINGS – PROWEIN PRESS TASTINGS CONSUMER EVENTS

+ Argentina

WHITE WINES PREMIUM CONSUMER

BARULLA SUMMER CONSUMER FESTIVALS TRADE FAIRS – PROWEIN WORLD MALBEC DAY

+ Australia



NZ SYMPOSIUM FAM TRIPS INDEPENDENTS CAMPAIGN SOMMIT 2018 MW TRIP

INDEX

Summit 2018 •

1. UK Consumption Exports Channels Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019

Source: Canadian Wine Institute

UK

Strategy & Focus

MKT Objectives Premium Positioning

Geographic 1

• •

London Travel Bursaries for guest outside London

Increase Average Price

Value • •

Above US 60 FOB per Case £10 pounds retail price

Amplify image to the rest of the world

Target • • •

KOL Press On & Off Trade

UK

Activity

ACTIVITIES

IMAGE • LOVE WINE LOVE CHILE FESTIVAL • LOVE WINE LOVE CHILE PROMOTION • TIM ATKIN MASTERCLASS, DISCOVERY TASTING AND SMALL PRODUCTION TASTING

PREMIUMIZATION • Actividades PEQUEÑOS

EDUCATION

• MEDIA FOCUS TASTING • SOMMELIER De carácter íntimo (familia, amigos cercanos). MASTERCLASSES AND Alta incidencia en ocasiones especiales (fiestas). TRIP TO CHILE

The UK is a mature market, & open to new trends, perfect for new styles & innovation to be launched. Chile is a popular choice with consumers but still there is a reluctance to spend more than £8.00. The focus must be on premiumisation, which includes education and image.

INDEX

Summit 2018 •

1. UK Consumption Exports Channels Competitive Landscape Trends

• •

2. Strategy 2019 3. Activities 2019

Source: Canadian Wine Institute

UK

Love Wine Love Chile Festival Trade tasting (1st day) Traditional trade tasting, with elements of Chilean cuisine Focus tables, trade briefing based on latest stats. Consumers – – 1st and 2nd day Transforming the venue from the trade element to a Chilean festival wines, Pisco, tourism, talks on traveling in Chile, music, cuisine – food demonstrations Working with the Three Wine Men Giving guests a memorable – fun - appeal to millennials, true Chilean experience September 2019 London c. 500 trade guests & 600 consumers Trade, Press & Consumers Budget: USD$150,000

UK

Tim Atkin - Chile Review

Masterclass – hosted by Tim Atkin MW giving an update from his trip to Chile December 2018. Free pour tasting of wines featured in Tim´s review Tim will speak about the innovations, styles, regions from his trip to Chile. April 2019 – London (travel bursaries for guests travelling from outside London All trade (press, buyers, sommeliers, educators, importers/wholesalers) 70 VISITORS USD$10,000

UK

New Release & Discovery Tasting A focussed free pour tasting to provide the press & buyers with a useful snapshot of the new vintage. These tastings are invaluable to buyers for referencing when making decisions for their portfolios. Wines can be current new vintage or newly released/bottled reds not in current distribution. June/ Nov 2019 London Press & Buyers c. 75 guests Budget: USD$10,500

UK

Pequeños and Small Production Tasting

Boutique Producers with a production of 50,000 litres or under. Larger wineries can submit small parcel wines with a 2500 cases or under production. October 2019 London Press & Buyers c. 65 guests Budget: USD$10,500

UK

Sommelier Masterclasses & Trip to Chile May 2019 – Trip January 2020 for 3 Sommeliers Focus – Sommeliers c.100 guests Working with Wine List Confidential (the on-trade focus by the Drinks Business), host a masterclasses & blind tastings specifically for sommeliers and on-trade buyers. Blind tastings of over 50 wines in six categories with ringers (non Chilean) wines from other countries in each categories. Sommeliers will be asked to taste all wines blind and then choose their top four wines in each category The masterclass will bring somms up to speed on innovations, regionality & styles, and why they should look to Chile for their premium wines. Three sommeliers will win a trip to Chile and received an intensive trainning of 3 days. At the end, one of them will be selected as the official ambassador of Chile. Budget: USD$15, 000

UK

Media Focus The Drinks Business – Chile Focus To be published September 2018 Focus – All trade – UK & international 22,000 subscribers Chile focus timed to be published in conjunction with the Annual Trade Tasting. Based on key issues, sustainability, innovations, interviews with key personnel from participating wineries. Drinks Business editor to visit Chile in July/August for interviews and visits Readership: 50,000 trade professionals Newsletter: 22, 000 sent daily newsletter to Categories: UK & International markets – on & off trade Budget USD$15,000

UK

Direct Wines & Avery’s Promotion UK’s largest direct wine supplier, they sell on-line, telemarketing, mailings, and within 15 retail shops. Their website receives 4.5 million visits a year resulting in an on-line order ever 20 seconds. The Chilean range is currently having a review, more wines £8 - £15 required Activation: Dedicated landing-page for Chile on website during promotion with a click . E-mail to 400,000 customers. Staff training for team of 140 wine advisors & incentive trip (3 trips total) based on sales uplift of wines of £8.99 and above to include Avery’s sales advisors Chile area during Vintage Wine Festival to promote new wines in range. Budget: USD$50,00 Consumers: 400.000

UK

UK FAM Trips to Chile 2019 UK FAM Trips to Chile - 2019 Julia Harding MW – JancisRobinson.com Victoria Moore – The Telegraph Jane Parkinson – BBC Saturday Kitchen Susie Barrie MW – aka Mrs Peter Richards – BBC Saturday Kitchen Olly Smith – BBC Saturday Kitchen

For Regular updated Chile Reviews Tim Atkin MW Peter Richards MW

Marybeth Bentwood USA Market

USA 2018 Summit

USA

Overview + Total wine sales topped $60 billion in 2017, up 3% from the previous year + 120 - 150 Million wine drinking consumers + TOTAL US wine market reach 407.2 million cases (+2%) + Imported bottled table at 103.9 million cases (+3%) + Sparkling has achieved 26.5 million cases (+8.7%) + Imported rosé boom +44.2% (2.2 million cases)

GDP growth +2.9%. 80% of wine sold at retail. While only 20% of wine is sold on-premise but the average bottle price is $40 - 4x that of retail. On-premise is flat - but key imaging channel.

USA Trends

IMPORT GROWTH + French + New Zealand + Sparkling + Italian Pinot Grigio

CONSOLIDATION OF THE MARKET + Consolidation of distributors and retailers favors larger brands but created openings for boutique importers

CONSUMERS + Millennials driving growth + Packaging (bottle, can, box) + Experiences - Authentic and Shareable + Growth is $15+ price tier

e-COMMERCE & ON-DEMAND DELIVERY + e-Commerce represents about 10 percent of total US retail sales + Amazon / Minibar / Drizly / HEB+Favor Delivery

US - Classification by state Chile Value Evolution (bottled still)

US - Classification by state Chile Value Evolution (bottled still)

DEVELOPED

MATURE

BIG GROWTH

SLOW GROWTH

MATURE

Stable and slow growth rates

Smaller states with decreasing growth rates

Bigger states with constant growth rates

Smaller states with constant growth rates

Smaller states with growth and potential

Volume Share: 27,7%

Volume Share: 8,2%

Volume Share: 54,3%

Volume Share: 5,4%

% Change 16/15: 1,42% % Annual 16/12: 1,01%

% Change 16/15: 1,12% % Annual 16/12: 1,26%

% Change 16/15: 2,88% % Annual 16/12: 1,59%

% Change 16/15: 1,88% % Annual 16/12: 1,93%

% Change 16/15: 1,36% % Annual 16/12: 1,93%

Per capita consumption: 14

Per capita consumption: 9

Per capita consumption: 15

Per capita consumption: 17

Per capita consumption: 7

US - Classification by state Chile Value Evolution (bottled still)

Volume Share: 4,4%

USA

Total Imported Bottled PriceTiers

3.5%

13.8%

23.2%

40.4%

8%

8.2%

2.7%

Share

Share

Share

Share

Share

Share

Share

Growth is above $8+ Double digit growth $11+

56% of value is $10-$30 48% of value is $10-$20

USA

Total import market share Market Share by Value

Market Share by Volume

USA

Total Imported Table Wine Growth

The size of the bubble represents the value imported (USD)

27,7

28,1

25,4

29,5 27,4

27,6

29,4

29,4

28,9

29

28,6

27,7

23,7

Volumen

USA Chile Exports (bottled wines)

Price

CHILE EXPORTS TO USA BY RANGE (VALUE) 2013-2017

0 a 20

20 a 30

USA

30 a 40

40 a 50

50 a 60

> a 60

Value Exports by Price Segment

RANGE US$ FOB

2013 2014 2015 2016 2017

0-20

26% 28% 25% 24% 25%

20-30

18% 18% 18% 20% 21%

30-40

25% 24% 26% 27% 25%

40-50

12% 12% 12% 10% 10%

50-60

6%

> 60

13% 13% 14% 13% 14%

6%

5%

6%

5%

CHILE EXPORTS TO USA BY RANGE (VOLUME) 2013-2017

0 a 20

20 a 30

USA

30 a 40

40 a 50

50 a 60

> a 60

Volume Exports by Price Segment

RANGE CASES

2013 2014 2015 2016 2017

0-20

42% 45% 41% 39% 41%

20-30

21% 21% 22% 24% 25%

30-40

21% 19% 22% 22% 20%

40-50

8%

8%

8%

6%

6%

50-60

3%

3%

3%

3%

2%

> 60

4%

4%

4%

4%

5%

USA

Consumer profile Millennials + Diverse

+ Environmental/Social + 42% of wine consumed in US same day + 17% buy $20 bottle 1 x month

PURPOSE PURPOSE AUTHENTICITY AUTHENTICITY QUALITYQUALITY & VALUE& VALUE

+ Highly involved profile is older urban professional female + 38% female identified sustainable as an important purchase factor + Average 3 glasses per occasion

18 liters

per cápita

US

Industry trends

US

Industry trends

RELEVANCY + AUTHENTICITY - Change is happening faster. - Brands have to adapt quickly to stay relevant.

Fragmentation + Consolidation





Shifting wine consumer





Fragmented market place





Shrinking retail landscape

- e-Commerce, mobile commerce and digital mapping will drive the market

US

Growth in e-Commerce 200% growth

USA

Competitive Landscape Brand + ARGENTINA

+ AUSTRALIA

+ NEW ZEALAND

Market Position

Strengths

Weaknesses

6% $ Marketplace -( flat) $43 Average Case Price $230 Million USD

Malbec Distribution Cache Dynamic / Passion Tourism

8% $ Marketplace (-6%) $29 Average case price $294 Million USD

Cache Tourism Wineaustralia.com

Shiraz Distribution 2nd Take

9.4% $ Marketplace (+6.4%) $68 Average case price $ 1,6 Billion USD

Premium Distribution Explorer / Tourism / Purity Nzwine.com

One variety

One variety Challenge to move up market Dominated by few brands

USA

Competitive Landscape Brand

Strategy / Positioning

+ ARGENTINA

Core Activities

Budget

Breaking New Ground

FAM Trips Master of Wine Focus Trade Education

+ AUSTRALIA

Inspiration & Originality Personalize the story Hot winemakers and cool wines

Australia Day / Australia Week Australia Decanted Consumer and trade tastings, retail promotions, FAM Trips, trade master classes showcasing the best representations of Australia

$40 Million US/CHINA 3 YR $36 Million Tourism + Wine

+ NEW ZEALAND

Unified / Consistent Sustainability Premium Long term

Consumer /trade tastings, retail promotions, FAM Trips, trade master classes by region. 
 New Zealand in a Glass tastings - minor mkt Made in New Zealand tastings - major mkt

>$1 Million

>$1 Million

USA

Strategy & Focus

MKT Objectives Reposition as Premium Wine Producer

Geographic

1 2



• •

TX NYC



• •

Chicago DC

• •

Increase Average Price

Value

Above US$ 60 FOB per Case

US$15 dollars retail price

Variety

Focus Cabernet Sauvignon Other varieties

Target • • •

Consumer KOL Gatekeepers

USA COMMUNICATIONS

Tactics

CONSUMERS Twitter and Instagram FACEBOOK BRANDING 36.000 Followers

KOLs

3,985 Followers

Linkedin

Newsletter

PLATFORM

IMAGE ACTIVITIES

TRADE

WoC US Summit Chile Week

PREMIUMIZATION Actividades

EDUCATION

COMMUNICATIONS

WoC ACADEMY Website Wine.com De carácter íntimo (familia, amigos cercanos). World of Masters Press releases Proof network Alta incidencia en ocasiones especiales (fiestas). 3-city tour Elaine Social Media Mobile

2019 ACTIVITIES

US Focus

1 MAJOR IMAGE EVENT 1 MAJOR US TRADE EVENT 1 CONSUMER CHILE WEEK RETAIL FOCUS - MOBILE/ONLINE EDUCATION - DISTRIBUTORS & VIRTUAL

CONSUMER ANALYTICS + BIG DATA

+ Emails + Social Media + Website/App + FB /IG Retargeting + Google Search + Facebook Ads + Affiliate Marketing + Live Events + Email Lists + Influencer Marketing

US

Inaugural Wines of Chile Classic PGA LUXURY IMAGING + POSITIONING PLATFORM March 7-Day PGA Tournament Positioning Chilean wines to key target US demographic Strategic opportunities for US business partners Brand Opportunities / Education Opportunities / Broadcast Coverage $3 Million Media Value

US CHILE TRADE SUMMIT

Taste the Unexpected Experience

Most Comprehensive Tasting of Chilean Wine in North America + Program • State of the Market Address, SVB, Nielsens, Wine.com, Proof Network (Meta Data) • Benchmark Varietal Blind Tastings • Benchmark Valley Tastings • Walk around tastings • Taste of Chile Dinners US$15–25 price range Chilean Menu from Chefs Guzman & Bazan

50 TOP TRADE/MEDIA Chain Buyers Independents Buyers Guild of Sommelier Master of Wine Educators

Cost TRADE SUMMIT Producer (3-DAY & 2-NIGHT) $4,000

US

Trade Summit - Possible US Venues

Greenbrier Resort NJ Nantucket / Martha’s Vineyard MA Montage Bluff SC Blackberry Farms TN Atlanta GA

US CHILE TRADE SUMMIT

Taste the Unexpected Experience CABERNET ALL STARS Chile - Bordeaux – Super Tuscan – Australia – Napa 
 CABERNET TERROIR Exploring Chile’s top scoring Cabernet terroirs    EXTREMES A country with unparalleled geographic diversity presents unique winemaking opportunities - (from Lago Ranco in the South to Atacama outskirts in the North).     DNA PROJECT  UC Davis Wine Chair Andrew Walker asserts Chile’s genetic diversity rivals only pre-phylloxera Bordeaux - Dive into history and discover Chile’s rich vine heritage.   COOL CHILE is HOT CHILE Exploring Chardonnay, Sauvignon Blanc and Pinot Noir.

POSSIBLE PANELISTS Helen Mackey Alpana Singh Elaine C. Brown Raj Parr George Soleas

Paul Greico Patricio Tapia Andrew Walker John Szabo Josh Greene Nadia Fournier

VOLCANIC / AMPHORA: What's old in new  Exploring Chile's newest offerings paying homage to its colonial history. NEW WORLD NEW CLIMATE  A changing climate requires rapid immediate responses and new long-term planning. What a warmer climate looks like and means to Chile's wines. 
 SUSTAINABLE Not a fad but rather Chile's new facet is perhaps it's most significant. Explore sustainable wines. 

Cost Producer $4,000

US

Q3 CHILE WEEK - NY / DC / BOS CONSUMER + Trade Activation Retail in store tasting BTG pouring promotion + Taste of Chile Event Wine & Food & Pisco Virtual reality, influencers, consumer + Discover Chile Scavenger Hunt Partnerships with LATAM / Turismo Chile + Media Buy

CHILE

Cost SKU tbd

US

CHILE TRADE EDUCATION

TASTE THE UNEXPECTED EXPERIENCE DISTRIBUTOR TRAINING + TEXAS + CHICAGO + BOSTON + NYC / NJ + DC / MD / VA

Cost 12 SKUs $1000

US

Q1 CHILE TRADE EDUCATION MASTER THE WORLD BUYER / CONSUMER SAMPLING CABERNET BLIND TASTING + 6 mini bottlings of benchmark wine + Virtual educational content + Master Sommelier coaching

+ 120 BUYERS / WRITERS

Cost 1 SKU $2,160

US

Consumer Campaign: Taste the Unexpected

Consumer Campaign Taste the Unexpected

Tasting Booth - Cabernet • Chicago F+W • Texas F+W (Houston /Dallas) • Atlanta F+W • NY F+W • Consumer Advertising • Consumer Acquisition (2,000+) • Website Interactive: update the website to refresh the campaing

US

e-Commerce Annual quarterly campaign focused on increasing sales of Chilean wine +15 and above by leveraging purchase patterns. 100 300 skus available. Varietal focus changes quarterly. Country

Growth %

Program

France

37%

Yes

New Zealand

22%

Yes

Spain

13%

Yes

Australia

2%

No

Chile

-21%

No

Targetting enthusiasts of: + Napa Cabernet + Oregon Pinot + Bold red blends + NZ Sauvignon Blanc

Cost 1 SKU $750 - $1500

US

Inaugural Wines of Chile Classic PGA LUXURY IMAGING + POSITIONING PLATFORM March 7-Day PGA Tournament Positioning Chilean wines to key target US demographic Strategic opportunities for US business partners Brand Opportunities / Education Opportunities / Broadcast Coverage $3 Million Media Value

US

e-Commerce

PROOF NETWORK (Tipsi) Cultivate Chilean Wine Enthusiasts: 4-8 week retail activation driving mobile / online purchases providing initial data analysis for WoC to: identify key retail sales metrics and predictive modeling solutions that lead to: + Improving customer targeting + Boosting overall data value + Increasing sales, customer acquisition, and retention.

Cost 1 SKU $750 - $1500

US

Education WOC WINE ACADEMY (NAPA VALLEY WINE ACADEMY) MASTER CHILEAN WINE CLASS ELAINE CHUKAN BROWN + MASTER CLASS 4-MARKET TOUR + NY / TX / CHI / DC

Cost 1 SKU $1000

Ma. Angélica Valenzuela ACTIVIDADES WoC

WoC Academy •

Primer curso oficial de vino chileno, iniciado en China en 2015.



Programa transversal a desarrollar en los mercados de China, USA, UK y Canadá.

+ OBJETIVOS: Educación a consumidor y trade respecto a Chile y al sector. Certificar en Chile a futuros WoC educators.

WoC Academy + ETAPA ACTUAL: Expandir programa a otros mercados. Adaptar material a otros mercados. Resultados a la fecha: xxxx.

Chile Country of Honor 2020

Ferias CFDF CHINA FOOD & DRINKS FAIR Cities

Chengdu

Dates

March 28th – 30th, 2019 (TBC)

Budget

USD 158.000

PROWEIN SHANGHAI Cities

Shanghai

Dates

November 11st-13th, 2019

Budget

USD 100.000

Ferias PROWEIN DUSSELDORF 2018 Cities

Dusseldorf

Dates

March 17th – 19th, 2019

Budget

393.000 USD

MW

Trip to Chile

+ DATE: November 2019 40 MW’s, held over one week, and consist of winery visits, themed tastings, seminars/masterclasses. OBJECTIVE: Is to leave the MW’s with a deeper understanding of Chile and its regions and wines. Create a high profile international group ambassadors that can then use their newly learnt knowledge and opinions of Chile to their customers, clients and peers.

WoC

Magical Mistery Tour

4 DIAS en un lugar icónico de Chile 4 seminarios, 3 walk around tastings con el objetivo de establecer conexiones entre periodistas/trade y viñas chilenas Viaje experiencial de Chile, sus vinos, gastronomía y cultura

WoC

Magical Mistery Tour OBJETIVOS: Fortalecer la imagen del vino chileno: Posicionar a Chile como un productor premium, sustentable y diverso. Educar: Respecto a la diversidad, calidad, innovación de los vinos chilenos Crear embajadores de los vinos chilenos Encantar al trade/media con Chile y los vinos chilenos: Cambiar la percepción respecto del país y la categoría

WoC

Magical Mistery Tour

2018 27-30 Noviembre

2019

Magical Mystery Tour

Q&A