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Wine in Chile
June 2022
2021 DEVELOPMENTS
Drinking less, but higher-quality wine in line with premiumisation trend
With one of the highest vaccination rates in the world, Chile is looking forward to moving on as society from the pandemic. While the threat of new variants remains a possibility, the severity of the disease has been waning in the country, supporting economic recovery in 2021.
Tapping into sparkling wine’s potential
Apart from a decline in demand in 2020, sparkling wine was a strong performer in Chile prior to the pandemic and recorded a dynamic performance in 2021 in both off-trade and on-trade channels. It is supported by the marketing impetus driven by industry players, in addition to sparkling wine’s versatility in terms of matching with different types of food, offering a wider range of consumption occasions, in addition to being supported by increasing numbers of women entering the category.
Viña Santa Rita seals distribution deal with Coca-Cola bottlers
Following the previous year’s distribution deal with Anheuser-Busch InBev to distribute its products, Coca-Cola bottlers Andina and Embonor have agreed to also distribute Viña Santa Rita’s products over a 5-year period as of November 2021. The bottlers have also successfully established deals to distribute Diageo spirits, and products from local player Capel (pisco and sparkling wine) and Guallarauco (juice).
PROSPECTS AND OPPORTUNITIES
Impending inflation and its predicted impact on wine sales
The economic recovery of 2021, fuelled by additional funds from financial aid and pension fund withdrawals, created the illusion that the local economy was making positive gains. However, these measures have also brought a threat of impending high inflation rates that Chile has not witnessed since the 2008 subprime crisis.
Formats must continue to adapt to new consumption occasions
The canned packaging trend, aimed at “democratising” wine consumption among younger generations, will be one of the formats to benefit from the reopening of Chilean society. Focused on “massification” and on-the-go/outdoor consumption occasions, and being an easier format to store and distribute, the canned format is set to increase its penetration of wine in the following years.
Chileans reluctant to relinquish new consumption habits
The premiumisation trend witnessed in Chile towards the end of the review period helped to drive up value sales. The trend was accelerated during the months of quarantine and national curfew when options for going out were limited but with access to additional funds, Chileans could afford higher-quality wine to consume at home.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Chile report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Wine in Chile?
Where is consumer demand for Wine focussed?
Which is being consumed more; beer, wine or spirits?
Where is demand growing? Stagnating?
How is the operating environment for alcoholic drinks changing?
Which are the leading brands in Chile?
How are products distributed in Chile?
What are the key trends in new product development?
Do consumers want value for money or added value?
How will macroeconomic context and shifting cultural values shape future growth?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?
Wine in Chile - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Drinking less, but higher-quality wine in line with premiumisation trend
Tapping into sparkling wine’s potential
Viña Santa Rita seals distribution deal with Coca-Cola bottlers
PROSPECTS AND OPPORTUNITIES
Impending inflation and its predicted impact on wine sales
Formats must continue to adapt to new consumption occasions
Chileans reluctant to relinquish new consumption habits
CATEGORY DATA
Table 1 Sales of Wine by Category: Total Volume 2016-2021Table 2 Sales of Wine by Category: Total Value 2016-2021Table 3 Sales of Wine by Category: % Total Volume Growth 2016-2021Table 4 Sales of Wine by Category: % Total Value Growth 2016-2021Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021Table 6 Sales of Wine by Off-trade vs On-trade: Value 2016-2021Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2016-2021Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021Table 16 GBO Company Shares of Champagne: % Total Volume 2017-2021Table 17 NBO Company Shares of Champagne: % Total Volume 2017-2021Table 18 LBN Brand Shares of Champagne: % Total Volume 2018-2021Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2018-2021Table 25 Forecast Sales of Wine by Category: Total Volume 2021-2026Table 26 Forecast Sales of Wine by Category: Total Value 2021-2026Table 27 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026Table 28 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
Legal purchasing age and legal drinking ageDrink drivingAdvertisingSmoking banOpening hoursOn-trade establishmentsSummary 1 Number of On-trade Establishments by Type 2015-2021
TAXATION AND DUTY LEVIES
Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2021
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 29 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
MARKET DATA
Table 30 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021Table 31 Sales of Alcoholic Drinks by Category: Total Value 2016-2021Table 32 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021Table 33 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021Table 34 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021Table 38 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021Table 39 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021Table 40 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021Table 41 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026Table 43 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 3 Research Sources
The following categories and subcategories are included:
Wine
Port
Sherry
Vermouth
Other Fortified Wine
Apple Wine
Bokbunjaju
Cheongju
Chinese Wine
Economy Rice Wine
Fortified Fruit Wine
Fruit and Berry Wine
Fruit and Herbal Wine
Fruit and Honey based Wine
Fruit Wine
Local Non-Grape Wine
Lower Mid-Range Rice Wine
Non-Grape Dessert Wine
Premium Rice Wine
Rice Wine
Sake
Takju
Upper Mid-Range Rice Wine
Yakju
Yellow Wine
Other Non-Grape Wine
Champagne
Other Sparkling Wine
Still Red Wine
Still Rosé Wine
Still White Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).