Chilean Wines: A Successful Image

This paper explores the massive growth in New World Wines and in particular more recently in Chilean Wines over recent years. It analyses a number of factors influencing this trend, including price, taste, distribution and so on, yet highlights one important aspect is the on‐shelf impact of New World, and in particular, Chilean Wines. This evaluation of the on‐the‐shelf impact of Chilean wines would appear to support the hypothesis that at least part of the current success of Chilean wines is concerned with image, particularly on‐the‐shelf image in an era of the global brand. As Old World Wine producers copy the modern dynamic image of the New World Wines and in particular Chilean Wines, will the Chilean Wines be identifiable on the shelf or will on‐the‐shelf image reflect price rather than country?