DE SU BURBUJA - Vitis Magazine

eduardo ChadwiCk,
preSident oF errázuriz Group
“our 2% share
of world’s
production of
wine does not
allow us to be low
cost suppliers”
Chadwick states that making titanic efforts to improve
the image of Chilean wines abroad doesn’t make
much sense if many wineries keep on focusing on
promotions at supermarket level. The officer strongly
asserts that Chile’s sole alternative is achieving
strategic consistency in its price policy in order to
position our industry at a higher end.
eduardo ChadwiCk did not give interviews. until now.
Still faithful to his low profile, something has changed in
this wine entrepreneur. he is now more visible and open
to sharing his experience in creating value for Chilean
wine. after the striking episode in beijing, where his don
Maximiano outperformed iconic French and italian wines,
he is now fighting a new battle against the dominance
of american critic gurus and the local exporting mentality
that refuses to step aside from commodities to give way to
higher price levels where, he assures, our country is strongly
equipped to fight on an equal footing with the best wines
worldwide.
“Clearly, we are not recognized as high-quality wine
producers, but the quality –to the best of my knowledge- is
something we have had for a long time,” he says bluntly,
and continues explaining that blind tastings, like the now
traditional berlin ones, are the sole tool Chile can use to
validate the endemic quality of its wine.
Wines of Chile’s meager budget is also a compelling
factor for everyone to try to find less traditional
approaches to promoting Chilean wines. In plan
English, you need to pull, rather than to push…
our industry’s focus on positioning is wrong. we claim a
scanty 2% share in world production, therefore stepping
▼ Vitis Magazine l novieMbre 2008 l 43