Chinese market is "attractive for Chilean wine"

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The Chinese market for wine is very different from Europe and the U.S. and must have representatives in China to manage the business

The China market is very attractive for Chilean wine and many Chilean wineries are using various resources to promote their products in the country, said to Xinhua, Claudia Soler, research manager of Wines of Chile.

During a visit to the vineyard Casas del Bosque, Soler said that there are some vines that already have offices in the country, including Concha y Toro and San Pedro, stating that "the Chinese market for wine is very different from Europe and the United States and must have representatives in China to handle the business".

Affirmed that "we are still discovering that market, which has great potential and we have an office in Beijing and do advocacy wine", even through social networks, using different Internet platforms, including a website Chinese.

"While China has been rapidly growing wine consumption, it is declining" since 2013, said.

Soler said that "wine is one of the ambassadors of Chile in the world" and, although it is considered a commoditie, "comes branded table Chile to consumers."

Regarding the situation of wine worldwide, noted that, year after year, it has been reducing consumption in the European Union. "Until 2008, it was observed a continuous growth, but the global economic crisis caused a drop was registered.

It is estimated that in 2013, there was a reduction of 2.2 percent in the wine trade globally, but value increased slightly by 1.5 percent, mainly due to higher prices.

"The recovery in consumption has not arrived yet. European, traditionally major consumer of wine, had a recession in 2012 and 2013 and the United States, the largest market in the world, has been experiencing an increasingly slower growth in levels of consumption of this product, "he said.

Meanwhile, the countries of South America have been increasing their consumption, but "are not able to offset the decline in European countries.

Soler said there was downward variations in exports of the product because Italy, Spain and France fell and "Chile, in terms of volume, is in fourth place after these countries and, in 2013, was a major exporter of bulk wine to Spain and the United States.

The manager explained that Chile Wines in terms of imports, France suffered a fall in 2013, although in terms of value was up because prices rose, and Britain also decreased their purchases.

He said Germany remained at the level of exports, but also grows in the value of wine, and Russia experienced a sharp increase in prices.

He said that the Chilean wine industry "is a combination of old world and new world because the country produces wine since the 1600s, when the classic varieties were brought by the Spanish conquerors."

The country has about 130,000 hectares to produce grapes, most of which are of the ink varieties, mainly Cabernet Sauvignon, which represent 75 percent of the total, while white varieties reach 25 percent.

The specialist said that Chile has other varieties like Merlot and Camenere and others are appearing as Chardonet, Sirah and others.

This, according to Soler, justifies says "Chile is a viticultural paradise for country characteristics and the positive effects that cause the Cordillera de Los Andes and the Pacific Ocean in the production of wine, because of the variety of soils , water and climate, which is absent in other nations.

He said "we have the perfect scenario for the production of the vineyards: cold nights, rainy winters, hot summers and low humidity and temperature differences between day and night" and said that Chile is free of phylloxera plague.

Current Chilean wine industry started in the 70s of last century in the Central Valley of the country and, after 1999, began to surface areas such as the Casablanca Valley, where the vineyard is located Casas del Bosque.

As of 2000, areas are located to produce wine, as the valleys of Elqui, Limari Choapa, San Antonio, Maipo and Aconcagua, all in the central part of the country where new productive zones are established, which have been growing in recent years.

"All this shows that our wine industry is very entrepreneurial," he said.

During the visit to Viña Casas del Bosque, started to observe the modern facilities of its production of wine and the vineyards were recently slaughtered.

Casablanca Valley, located about 25 miles from Valparaiso and 100 miles from Santiago, has 6,000 hectares of vineyards, with high standards of production technologies and modern irrigation, its specialty white wines.

It has no rivers and water to irrigate the vines from wells, which helps maintain a stable quality of the wine, and is part of the "Wine Route", highly appreciated by the national and international tourism.

Copyright: Xinhua News Agency

traslation: Belén Zapata