In thirty years Chile’s wine industry has gone from backwater to global powerhouse. Its vineyards are blessed with few pests, warm summers and low costs. That has helped it become the world’s largest non-European wine exporter by volume. Now it is taking China by storm; only Australia and France send more wine there.
The absence of tariffs helps. Since Chile signed a trade deal with China in 2006, the value of its wine exports to that country has rocketed from $5m to $250m in 2019. Another factor is Chile’s ability to make wine that is specially branded and packaged for the Chinese market, known in the trade as “private-label” wine. This requires not only good plonk, but also impeccable labelling and bottling: the drink is often given as a gift, so it has to look impressive. Chilean wine sent to China fetches an average of $33.11 a case, a price that includes all costs up to loading it onto a ship, compared with $27.42 for wine sent to the United States.
“The key to success in China is to understand the market and…cultural context,” says Nathalie Malbrán, who oversees Asia for Vi?a Futaleufú, a winery that specialises in private labelling. Founded in 2012, it now leads Chile’s wine exports to China, ahead of dominant brands Concha y Toro and Montes. China’s size and diversity mean there is no common pattern for bottles and labels. “It is essential to be flexible,” says Ms Malbrán.
This business model has fostered a flourishing label-design sector in Chile to cater for China’s changing requirements. It is a huge challenge, says Carlos Scheuch of Colorama, a label-maker, not least because the labels must withstand rough weather and extreme temperatures on the month-long journey across the Pacific to China, then overland to the retailers.
編輯：Frida Xu
