Chilean wineries are adapting to younger consumers by offering innovative products like non-alcoholic sparkling wine and self-service tastings.
The concept of terroir is gaining importance as wineries embrace biodynamic practices to enhance quality and connect authentically with consumers.
Deep dives
Adapting to New Consumers
The wine industry in Chile faces challenges in appealing to Generation Z, who often view wine as a drink preferred by older generations. To counter this perception, wineries are introducing innovative products like non-alcoholic sparkling wine, which caters to consumers who seek social experiences without the effects of alcohol. This trend reflects a broader move towards moderation in drinking habits among younger consumers, making it crucial for producers to adapt their offerings to meet these evolving preferences. Wineries are also exploring self-service wine tasting experiences to make wine more accessible and enjoyable for a new audience.
Emphasis on Terroir and Biodynamics
The concept of terroir, which highlights the unique environmental factors contributing to a wine's character, is becoming increasingly significant in the wine industry. Wineries like Matetic are employing biodynamic practices to enhance soil health and promote biodiversity within vineyards, contrasting traditional methods that often rely on chemicals. Diego Benavente, an export director, notes that the distinct flavors reflect their coastal growing conditions, allowing them to connect more authentically with consumers. This trend toward terroir-driven wines aligns with a growing interest among consumers to know more about the origins of their wine.
Innovative Approaches to Wine Production
To maintain competitiveness in a declining market, Chilean wineries are investing in research and development aimed at solving issues like climate change and evolving consumer preferences. The creation of a research center has allowed wine producers to explore technologies that ensure sustainable practices, such as analyzing vine health and maximizing water efficiency. One notable innovation includes a system that allows consumers to customize their wine blends based on personal taste and food pairings, showcasing a shift toward personalized consumer experiences in the wine industry. This approach represents an exciting direction for engaging customers who seek unique and tailored wine experiences.
We're in Chile, where it’s grape harvesting time and vineyard workers are busy cleaning their barrels to make way for new batches.
The South American country has more than a thousand different varieties of grapes, but it’s proving hard to reach a new generation of wine drinkers.
It’s not just young people drinking less. Around the world wine production is in decline. This is often due climate change causing extreme droughts which affects harvests.
How do wine-producing countries like Chile respond - and keep the industry thriving?
Presented and produced by Jane Chambers
(Image: Friends having fun and relaxing together drinking red wine during a rooftop party in New York East Village. New York is one of the key markets for new-style Chilean wine. Credit: Getty Images)
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