WINE, PRODUCT DIFFERENTIATION AND TOURISM: EXPLORING THE CASE OF CHILE AND THE MAULE REGION

Résumé 0

As world wine output grows at 1.35%, wine consumption just grows at 0.26 % per year anticipating a surplus of output with negative results in the long-run for both winegrowers and for consumers. Thus, an alternative for emerging exporters, like Chile, is to identify and to target productive efforts towards reaching refined segments and niches of the market, instead of selling generic produce to the market at large. Naturally, their wines should be differentiated in a memorable way. Paradoxically, those countries which are large wine exporters seem to be also larger importers of wine. The content of this paper explores the case of Chile as an emerging country, particularly from the New World in the world wine trade, assessing the effect of globalization in the Chilean exporting process. Output and consumption as well as wine trade are analyzed, with special reference to the European and French markets. This is complemented with identification of the source of investments, Chilean trade policies, production and processing technology in this industry. Conclusions state the need for a wider vision in the strategic development of the sector, stating research and collaboration needs between winegrowers, consumers and local communities; locals should be involved in wine tourism exalting terroir. Research needs are identified.