Chile getting back to business

A record number of Chilean wineries defied the difficulties posed by one of the world’s strongest earthquakes that shook Chile at the end of February to show commitment to the EU wine market by exhibiting at ProWein in Dusseldorf 21st-23rd March 2010.

The Wines of Chile pavilion in Hall 6 hosted 40 different Chilean wineries, and a number of other wineries took their own stands nearby, to present a united message to the wine world – Chile is open for business. And the response was extremely positive, with one Chilean export director describing this year’s ProWein show as ‘an outstanding success’.

In the 12 months to January 2010, EU markets represented 51% of Chile’s bottled wine exports. 22 million cases, with export value of just over US$ 500 million, were sent to Europe. Five EU countries, led by the UK, feature in Chile’s top 10 leading export markets – the others being Holland, Denmark, Germany, and Ireland, so the annual ProWein fair is an ideal opportunity for Chilean wineries to showcase the diversity of wine styles that are increasingly attractive to the modern European wine drinker.

Commenting on the most successful ProWein fair ever, Wines of Chile’s Managing Director Juan Somavía stated “When it comes to value for money and exciting innovation Chile is leading the wine world. Our wineries are keen to gain an even greater share of European wine markets so that we can help rebuild our workers’ homes and schools that have been destroyed by the earthquake.”

Wines of Chile has launched an earthquake appeal fund through the registered charity Levantando Chile that will channel funds directly to assist the renovation work needed in the wine communities and country areas. Donations can be made by visiting the Wines of Chile website www.winesofchile.org and clicking the ‘Donations’ link on the homepage.

Chile was also involved in a ‘world first’ New World initiative that took place at ProWein this year. The down2earth seminar theatre in Hall 6 was a project by the generic bodies of five leading New World countries – Chile, New Zealand, Argentina, South Africa, and California – designed to highlight issues and reasons that have propelled the new world into new levels of success. A series of hour long seminars, featuring winemakers and speakers from all five countries, and chaired by well known industry figures, covered topics such as Sustainability, Innovations in Marketing, A Sense of Place, and Signature Grape Varietals. Details can be seen on www.down2earth-prowein.com.

Such was the success of the down2earth programme with every seminar full and with waiting lists that the five countries have agreed to repeat the event at ProWein 2011.

For more information contact:
Juan Somavía – Managing Director jsomavia@winesofchile.org
Jose Luis Valenzuela – EU & Asia Manager jvalenzuela@winesofchile.org
Michael Cox – UK Director michael@winesofchile.org.uk