Wines of Chile aims to improve image

LONDON - Wines of Chile, the body responsible for marketing the nation's wine production, has appointed Tequila\London to create an integrated global marketing campaign.

The organisation, based in Santiago, is determined to improve international perceptions of the country's wines, which have a long-standing reputation for poor quality.

The UK is the single biggest market for Chilean wine outside the US, and it is expected the campaign will lead to the development of a range of new products.

Wines of Chile appointed Tequila\London and sister agency TBWA\Chile after pitches against three rival networks: FCB, BBDO and Young & Rubicam. The assignment is estimated to be worth around £700,000.

The agencies' task will be to promote Chilean wines at a time when provenance is becoming more important to the marketing of wines around the world. In the UK, there have been recent marketing campaigns for German wine and Australian wine, which now accounts for the largest share of wine sold in the UK.

However, last month, off-licence group First Quench announced it would begin selling wine in its Thresher outlets according to price range rather than the traditional method of grouping wines according to national origin.

Marketing director Ricardo Letelier, who joined the body after a spell in senior marketing roles at Coca-Cola, oversaw the appointment.

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