Strategic Alliance between ProChile and Casa Donoso Wines
June 1st, 2007
"1536" (Cabernet Sauvignon and Carmenere) and "Bicentenario" (Cabernet Sauvignon, Merlot, Carmenere, Malbec, Cabernet Franc and Chardonnay) of Casa Donoso Wines will be destined for more than 25 markets around the world. From this day forward, its wines will bear the motto: “Chile Always Surprises”.
In an effort to promote cooperation between the public and private sectors, an agreement was signed today in Talca, between ProChile and Casa Donoso Wines. These premium quality wines are the first Chilean product for exportation that will promote the country’s international image. This marks the beginning of an ambitious project between the public and private sectors that will cultivate a positive image of this country through the exportation of quality Chilean products and services.
The Director of ProChile, Alicia Frohmann, emphasized that this is part of the process that comes when developing the country’s international image. “To have a ‘country´s image`, creates a unified effort to optimize resources and to promote a common action front that develops public and private efforts to promote Chile, both nationally and internationally. All the advantages to this vanguard movement were solidified by our actions today”, added Frohmann.
Frohmann emphasized that both ProChile and this country are proud of "this pioneering commitment from Casa Donoso Wines to carry the banner for Chile".
This process began in 2004 under the guidance of the Public Private Council of ‘Country`s Image’ (Consejo Público Privado de Imagen-País)coordinated by ProChile. After a series of meetings, a call for tender was issued and consensus was reached for the launching of this new brand in November 2005.
An impressive, diverse and pristine geography; warm and efficient entrepreneurs; and a stable country open to the World. With institutions that work and where promises are kept. All these facets are found in the motto, "Chile All Ways Surprises ".
The Ambassador par excellance
The General Manager of Casa Donoso Wines, Álvaro Arriagada, was honored that this winery was the first company to carry the Chile Brand. “To go out into the World with just one image is a fundamental strategy to ensure long life, and I want to invite the rest of the business sector to join this great country-wide initiative ", he assured.
The wines are Chilean export products par excellance and each bottle will find itself on the tables of homes and restaurants bearing not only the Casa Donoso name, but the Chile Brand label.
Among the main markets for Casa Donoso Wines (ranked 58th in wine exporters in 2006) are: the United Kingdom, Germany, Brazil, Japan, Russia, Belgium, Taiwan and Korea. This September the exportation of bottled wines from this company reached US$1,635,069, a 76.2% increase over the same period in 2005.
Last September, the wine industry in general experienced a positive increase in its exports, which translated into 43 million litres and US$85 million in sales. The yearly total reached US$658 million and 327 million litres.
In the same month, bottled wine showed a slight dip of 3.1% in volume, and a 0.3% increase in value; compared with the same month in the previous year. Due to the positive behaviour of the 5 previous months, the numbers grew by 4.7% in litres and 7.4% in value; reaching 208 million litres and US$590 million is sales, respectively. The statistics for the past 12 months indicates a positive trend in the volume (1.6%) as well as, in the value (4.2%).
The main markets for bottled wines are: the United States, the United Kingdom and Canada. Nowadays, these three countries represent 42% of the market sales and 45% of the volume sales.
This action is similar to other efforts such as: Santiago’s International Airport, where foreign visitors are welcomed with enormous pictures of the most representative images of our country, and exported products and services. Both LAN's screens and the in-flight magazine In LAN, includes the Chile Brand.
The next stage, which already begun, is the placement and testing of the Chile Brand with high impact activities such as: invitation to journalists, promotional events, brand perception research and its presence in the mass media, in five international markets (Germany, France, China, Korea and The United States).
Parallelling this, ProChile is refining a joint public-private project to create a communication strategy that will be the basis for the ‘Country’s Image’ campaign in 2007-2010.
|
