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Business and convention tourism, as well as adventure tourism have become a very effective tendency to promote Chilean wine, if we consider the great flow of visitors that the different tourist destinations welcome. Tastings and presentations on luxory or expedition cruise ships or in far away regions such as Futaleufú and San Pedro de Atacama are the most recurrent activities for hotels, lodges or tourist companies for moments of leisure and relaxation when tourists are eager to taste wines in thematic tastings. |
| According to the informations gathered by the viticultural marketing company Andes Wines during the last two years, Chile has learned to take advantage of the opportunities provided by the massive arrival of foreigners in the country. Nevertheless, the vineyards have not understood the real impact of having thousands of potential consumers tasting the products and that when they return to their countries they could continue buying wines. An example of innovation that has been developed over the last two years, is the wine tastings on the National Geographic Endeavour Cruise Ship where the presence of several national brands is coordinated to carry out wine tastings to more than one hundred passengers that own huge purchasing power. What is important in these types of inititives is that the vineyards work in coordination with the export and national sales areas because in most of the cases where national wines are included in the activities, the integration must be achieved in order to capitalize on the benefits of promoting the brand to foreign consumers in the country. That is why fidelization strategies among clients are important after the development of very segmented marketing actions. In the case of these tastings on the cruise ships and after the voyage is finished, the passengers may request information about the wines tasted by email or the informative newsletter that was developed by AndesWines.com in English as an effective marketing tool that currently reaches more than 75,000 contacts in twelve countries classified as consumers, retailers, distributors and wine importers. On the other hand, there is another problem that can be seen in most of the wine list of hotels, lodges, and restaurants: they do not have the wine variety that a tourist usually finds in his home town. There is thus, an obvious lack of coordination between producers, distribution and advertising that has to be included by the organized campaigns. Andes Wines Communications andes@andeswines.com (56) 9-9-219 7117 / (56) 41-221 6106 Grapes are good…wine even better!!! |
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