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.
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.
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).
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.
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.
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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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).
See All of Our DefinitionsThis report originates from Passport, our Wine research and analysis database.
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