Wine has been regularly produced in Chile since the 19th century, although it was not until last century that its quality and quantity increased considerably to eventually become today’s fourth largest global producer after Spain, Italy and France, with exports reaching 150 countries around the world. While the Maule and O’Higgins regions have the largest concentration of wineries, vineyards can be found throughout the entire Central Valley. The industry creates direct and indirect employment and fosters wine tourism, which attracts almost 950 thousand travelers each year, or 15% of Chile’s total tourists.
One particular attraction are the wine harvest festivals celebrated in March and April. The most important local version takes place in Curicó, and its name was even patented in 2018. Other well-known festivals include Santa Cruz, Pirque and Talca.
Similar celebrations take place in Europe and other countries in Latin America. In Uruguay, the event transpires the first weekend in March and only vineyards affiliated with “Los Caminos del Vino” participate. The festivals in Argentina are also famous, in particular the one in Mendoza, which dates back to 1936 and has continued until now despite numerous hardships over time. In fact, in 2011 National Geographic Magazine named it the second most important harvest festival in the world. The Mexican version takes place in mid-July because it is in the northern hemisphere. Worth mentioning is the 37-year-old celebration in Santiago de Querétaro.
Despite wine’s many attributes and popularity, it has worked hard to reinvent itself to captivate younger consumers. Innovations include single-serving, portable or ready-to-drink formats; natural flavors; non-alcoholic, sugar-free, organic and vegan versions; and an array of packaging including cans, shots and bottles ranging from 260 ml to 4.5 liters, with 750 ml and 1.5-liter options in between. As always, in the spirit of caring for the environmental, the use of glass, cans and cardboard is highly valued.
As a result of the industry’s efforts, this category has seen important market growth, from the traditional white–Chardonnay, Sauvignon Blanc, Late Harvest and Semillony, among others–and red–Merlot, Cabernet, Pinot Noir and Carmenere–to new varieties like rosé, which has been rediscovered and is appreciated for its delicate aroma and pleasant color.
On the other hand, the industry has also ventured into products such as wine-based cocktails in flavors such as tequila or mojito, for example, or fruit flavors like mango, strawberry and grapefruit. Sparkling wine has been enriched with notes of berries, citrus fruits, herbs and spices, to name a few.
Brands are certainly meeting head on the challenge of giving consumers a unique experience through their alcoholic or non-alcoholic flavored proposals, which are every bit as good as other beverages in terms of sensation and quality. Indeed, wine has been able to reinvent itself with freshness and originality and in keeping with the times, striving to stay a consumer favorite, a position it conquered long ago.
