Alfonso Undurraga will lead the trade body for a second term until 2027 and announces plans to embark on a global campaign based on “the audacity and daring spirit” of Chile’s winemakers.
Following his re-election as president of Wines of Chile, Alfonso Undurraga reminded members that 2024 was a year “marked by commercial recovery—driven by collective effort and a shared vision—successfully generating returns on the investments wineries made through various market actions.”
He took the opportunity to stress that wine is the most important industry of all for promoting Chile’s image abroad.
“Wine is our great cultural ambassador of Chile’s delights and diversity,” he said, “which is why the focus for 2025 will be the implementation of the ‘Taste the untamed’ campaign.”
This new global initiative is not only a creative concept, “but an ambitious global positioning strategy that allows us to showcase our attributes while inviting the world’s most discerning and sophisticated consumers to experience the untamed spirit that Chile offers as a wine origin.”
Daring spirit
According to Undurraga, the campaign, which he hopes will “propel us to into a year of true recovery in 2025”, centres around the uniqueness of Chile’s geography and climate, which provide ideal conditions for producing quality wines.
However, also vital to the campaign will be the “boldness and daring spirit” of individual wineries in crafting their own wines.
“It is precisely that audacity that we aim to convey through this global campaign,” he says. “Every action and event planned for 2025 will support this effort, with the clear goal of positioning innovation as a defining attribute of Chilean wine.”
Great strengths
The re-elected president added that Chile possesses “great strengths that, even in turbulent times, present major opportunities for our industry”.
Further priorities for the next two years will be “implementing the premiumisation strategy for Chilean wine; increasing global market share, and strengthening quality across all price segments.”
Also elected were new vice president Thomas Domeyko (who became CEO of Cono Sur last year), and treasurer Alejandro Abarca, managing director of Terranoble.
The nine wineries elected as Wines of Chile board members were: Concha y Toro; San Pedro Tarapacá; Santa Rita; Casa Silva; Miguel Torres; Ventisquero; Tabali;Terranoble; and finally, Garcés Silva.
Earlier this year db reported that emerging Chilean wine region Laja Valley is making a name for itself due to its spectacular old vines and its waterfalls, which cut through volcanic rock formed by prehistoric eruptions.
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