The Chilean wine industry: new international strategies for 2020

Subject area – International marketing, strategic marketing, international strategy, strategic decision making. Study level/applicability – MBA and masters (international business, marketing, international marketing). Case overview – The Chilean wine industry has undergone numerous and profound transformations over the past 30 years. This transformation has allowed a new generation of talented viticulturists and winemakers to capitalize on Chile's viticultural paradise and to produce World Class Wines. Chile exports 70 per cent of its wine production; making it the world's most globalized wine industry. Despite these undeniable successes, Chilean wines face very high levels of competition in the different world markets and its average prices are substantially lower than those of its competitors. As a consequence, the industry's present profitability levels are low, and there is an urgent need to elevate the premium positioning and average prices to achieve a sustainable return in the long term. The Chilea...