Chile’s potential ‘threatened by mass production’

11th January, 2016 by Neal Baker

Chile’s hold on the British wine industry could slip because of the country’s focus on bulk wine production and increasingly hostile price wars, a leading producer has said.

Mario Pablo Silva, managing director of Viña Casa Silva (Photo: Viña Casa Silva)

Mario Pablo Silva, managing director of Viña Casa Silva (Photo: Viña Casa Silva)

Mario Pablo Silva, managing director of Viña Casa Silva, said that “competitive price wars and excessive mass production have threatened the potential of the Chilean wine industry” in the UK, the country’s largest export market.

The United Kingdom receives 23% of all Chilean wine exports, and makes up 17% of all value sales, according to the winery’s figures.

Silva also claimed that the dominance of Cabernet Sauvignon production in Chile is detrimental to other varieties such as Carmenere, which he identifies as having the most potential in new growing sites.

Since 2010, Viña Casa Silva has conducted research into the different terroirs present across Chile, identifying “excellent potential” for cool-coast wines and the Carmenere variety.

“Chile should be championing Carmenere over Cabernet Sauvignon, which currently has the biggest volume production,” he said.

“Chile has to identify its strengths, redefine the category and ensure we are only producing wines of quality.”

The UK imports nearly 900 million litres of wine every year, Silva said, meaning that Chile needs to offer its finest wines in order to compete most effectively.

Silva’s assessment comes Viña Casa Silva announces a new drive with its distributors in the UK to promote its premium wines in an effort to “ensure the longevity of Chilean wine in the UK”.

 

One Response to “Chile’s potential ‘threatened by mass production’”

  1. Josh says:

    Silva is exactly right. If Chile wants to be taken seriously as a source for fine wine then they have to lose the image of being quite the opposite. For years now they have mostly been dismissed as little more than a supplier of wines at the supermarket level and changing that image is going to take a really long time.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Cambridge / Peterborough / Bedfordshire, UK

Brand Marketing Manager

ATOM Supplies Ltd
Tunbridge Wells, UK

Senior On-Trade Sales Manager, London

Nyetimber
Central London, UK

Maverick Drinks Portfolio Ambassador to the North

Maverick Drinks
North West England, UK

Key Account Manager – Wine – On Trade – Dubai

Vantage Hospitality - Dubai
Dubai, UAE

Brand Ambassador European Markets

Bodegas Torres
Spain

The Global Merlot Masters 2017

Deadline : 31st March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more