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CHILE<br />
ECONOMY<br />
ALEJANDRO GARRIDO, BTT’S SALES AND MARKETING DIRECTOR: “THERE IS NO SILVER<br />
BULLET FOR WINNING OVER INTERNATIONAL MARKETS”<br />
TAGUA SPA: EXPORTING AFTER A CENTURY<br />
Bodegas Tagua SPA is another example of a Chilean winery that ultimately decided<br />
to embrace exports. The company dates back to 1902 and has been selling wine in<br />
bulk for more than a century. In 2015, after several corporate changes, it began<br />
shipping bottled wine, and in 2018, as Bodegas Tagua (BTT), it ramped up its<br />
foreign sales. Today, the company is present in 52 markets, primarily Brazil, China,<br />
Thailand, Colombia and Ecuador.<br />
Alejandro Garrido, its Sales and Marketing Director, claims “there is no silver bullet<br />
for winning over international markets. We have to achieve a perfect mix between<br />
a large number of trips and customers who support us and market our products<br />
with strength and passion, and thus reflect the spirit and hallmark that we seek<br />
to establish as a company”.<br />
In this respect, Garrido again feels that they have “a lot of support, from our<br />
government, Wines of Chile and other structures. But undoubtedly the trade<br />
treaties and agreements signed by Chile with more than 65 nations have greatly<br />
contributed to the success of the export model and companies like BTT”.<br />
He summarises: “It is a combination of professionalism, honest prices so that<br />
consumers can access our wines, impeccable logistics throughout the chain, and<br />
our friendliness that makes us stand out as a country and opens new doors and<br />
markets for us every day”.<br />
SUMMER 2023 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE<br />
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