Column by Angélica Valenzuela, Commercial Director of Wines of Chile and Director of Fundación Imagen de Chile.
We are playing a key card in the remembrance of the Chile Brand with a product with identity and value, proudly exporting wine as a natural ambassador that goes perfectly with everything else our country has to offer the world.
Chile is a country of exporting vocation in which, what crosses our sea and mountain range, plays a determining role in our aggregate demand - which determines the health of our macroeconomy - generating employment, regulating inflation, the interest rate and the complete dynamization of our country's economy.
In view of this statement, Chile faces a tremendously competitive scenario in the global context, in which it becomes just another player that, like any competitor, must differentiate itself with attributes that are unique and difficult to match. It is there where products with added value, story, image and a chain that transmits trust and reliability, determine the positioning with which the country manages to reach the minds of demanding consumers.
In generic product promotion marketing, from the consumers' perspective, when we look at the world we are constantly linking and associating a country with an "ambassador" product, which, in order to generate an adequate recall, must necessarily have a competitive advantage to be highlighted and contain an appropriate story. Think for example of Colombia with its coffee, Germany with its beer, France with its cheese or Italy with its pasta. If we talk about Chile, wine is undoubtedly the product that meets the characteristics of being an ambassador product, which stands out not only for the sustainability in its entire production chain and an undisputed quality, but also plays the role of a heritage product that elevates our pride as Chileans and plays the role of representative of our country at the tables anywhere in the world.
This is where the importance of highlighting this product lies, not only to continue promoting its consumption and promoting a benefit for each member of this chain, but also something much more macro: to position a product that makes the Chile Brand stand out even more and that the values of Chilean wine as a product of national pride are also those that are perceived when thinking about Chile and its entire export basket. This phenomenon generates that other industries are benefited and the multiplier effect of cascading to other productive sectors further boosts non-traditional exports of Chilean goods and services.
If we do the exercise of entering the minds of global consumers by having this perception of safety, reliability, sustainability, we immediately connect with their own values and what is "right" at the time of consumption. This is a challenge that we must take up as a country with the awareness that wine is one of the great vehicles to do so.
The effort is enormous. We have priority markets that have reached an important maturity thanks to a generic promotion work over the years, such as Brazil, USA and China. Today the challenge is to continue maintaining Chile's presence and also to open new frontiers for the future, as in the case of India, which, as a result of a joint effort, a Public-Private Mission will be carried out in August to prospect the market, see tariff negotiation opportunities and generate a new large volume trading partner. In the same way, from the Fundación Imagen de Chile, a consistent work is being done between different actors of the public and private sector, in which we have been invited to participate from our point of view and experience, to achieve a joint vision that contributes to the competitiveness of our country and its productive sectors through the power of the "Chile Brand".
At the institutional level, investment in generic promotion of the sector is key. We see a tremendously atomized international market with great resources to invest in generic promotion, which results in this virtuous circle that generates employment and economic dynamism. The challenge is to go one step ahead of the other origins and continue to generate communication and quality promotion of our sector's image in the world. This requires an institutional, trade union and private sector commitment that will allow us to make our way in this strong competition, which brings numerous benefits to the country. Without going any further, more than 70% of our production is exported and Chile is the number 1 exporter in the new world and the 4th globally. The sector generates 100,000 jobs in the country and globally we are proud to say that around 20 million glasses of Chilean wine are consumed per day in the world.
As a country we are playing a key card in the remembrance of the Chile Brand with a product with identity and value, proudly exporting wine as a natural ambassador that goes perfectly with everything else our country has to offer the world.
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