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Your email address will not be published.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 *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Head of Sales

Bimber Distillery
London

Compliance Manager

Atom Supplies Limited
Tunbridge Well

Customer Services Team Leader

Speciality Drinks Ltd
London

ViVAS Wine - Category Development Manager

ViVAS
Harlow and Stowmarket or Salisbury, UK

Fine Wine Logistics Coordinator

IG Wines
London, GB

Brand Ambassador East Coast USA - Ableforth’s

Maverick Drinks
New York - field-based, USA

Brand Ambassador West Coast USA - Ableforth’s

Maverick Drinks
San Francisco / Los Angeles - field-based, USA

Global Travel Retail Manager

Maverick Drinks
London, UK

Portfolio Ambassador - Europe

Maverick Drinks
North West Europe - field-based, UK

Senior Partner Manager - Grocery

Maverick Drinks
London/Field Based, UK

Almaviva 2015 Vintage and Vertical Tasting

London,United Kingdom
28th Sep 2017

TFWA World Exhibition & Conference

Cannes,France
1st Oct 2017

Franciacorta London Festival

London,United Kingdom
2nd Oct 2017
Click to view more

Global Chardonnay Masters 2017

Deadline : 29th September 2017

The Global Riesling Masters 2017

Deadline : 29th September 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more