At present, since the demise of the Wine Development Board, up to date figures on Irish market share are hard to come by, but Chile is reckoned to have 21.6% of the off trade here, with Australia having 26.1%. We also know that, having been Chile’s fourth largest export market, we have now dropped to fifteenth; but that’s not because we are drinking less Chilean wine, it’s because everyone else is drinking more of it. In fact, Chile is still growing here and appears to have increased its volume share by 30% during the first quarter of 2009. This shows its strength at entry point. In March 2007 65% of wines purchased in Ireland were less than €10. By March 2009 it was 86% and that figure is believed to have increased since then.
As customers trade down, Chile can only grow more, especially if it continues to offer good quality at each price point. Chile has particular strength in the bar and restaurant house wine category, with wines being consistently clean, fruity and free of faults. At mid price there’s more of a challenge. Before the financial crisis hit, it’s probably fair to say that Chile was poised to develop significantly its market for regional, mid priced wines. That will be harder now but Wines of Chile have not been too downcast and, recently, their Irish consultant Jean Smullen, conducted a special tasting to guide Irish trade members through some of the quality regions in Chile with which they might not be especially familiar.more >