Chile’s Cono Sur targets Asian markets as demand for Pinot Noir grows
Chilean powerhouse Viña Cono Sur is tapping into growing awareness and demand for Pinot Noir in Asia to grow its presence in markets including South Korea, China, Japan and Taiwan.
Pinot Noir is notoriously difficult to cultivate — it’s sensitive to sun, frost, disease, and demands precision in soil selection, irrigation, harvesting, and winemaking.
Even so, it is one of the most widely planted grape varieties in the world, and its uses span from sparkling whites to still red wines.
In Chile, the combination of ample sun exposure and the cooling influence of the Humboldt Current help preserve Pinot Noir’s natural acidity and refine its fruit character.
And for Viña Cono Sur, one of the country’s top producers, Pinot Noir remains a key variety in its portfolio.
Cono Sur was the first winery in Chile to export ultra-premium Pinot Noir and the first to produce a Chilean icon Pinot Noir in the form of its Ocio expression.
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The winery is now tapping into growing demand for the grape variety in Asian markets. According to IWSR data, Pinot Noir ranks among the top five most recognised red grape varieties in terms of varietal awareness in Japan, South Korea, and China.
And demand, particularly in South Korea, is growing. Between 2019 and 2024, the number of South Korean consumers who reported drinking Pinot Noir grew from 15% to 20%, highlighting the grape’s steady yet meaningful growth in the country.
This growth is being reflected in Cono Sur’s increased sales. “Compared to last year, our Pinot Noir portfolio has experienced solid growth across all our ranges – Bicicleta, Organic, Single Vineyard, and 20 Barrels,” said María Urzúa, senior brand manager for Cono Sur.
Its 20 Barrels Pinot Noir is Cono Sur’s best-selling expression within the ultra-premium range in Japan. “Overall, our strongest-performing brands for Pinot Noir in the region are Bicicleta and 20 Barrels,” Urzúa said.
In Japan, the Chilean producer is seeing significant demand for organic expressions too. “Our Organic Pinot Noir has also gained significant traction, reflecting growing interest in sustainable and environmentally friendly wines,” Urzúa explained.
The Chilean producer‘s efforts to target Asian markets don’t stop there, and Taiwan is the next export destination on the list. “We see promising potential in Taiwan,” Urzúa said. “It is a market where consumers are increasingly open to fresh and versatile wines such as Pinot Noir, and we believe it will play an important role in the near future.”
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