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‘We think that ifwe invest in education, itwill be easier tomove consumers fromthe entry-level to the Reserva and the upper-levels


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Santa Rita wines are hugely popular among consumers in Ireland. Global marketing director, Antonio Gauci, talks to Grainne Rothery about why the Irish market is so important to this Chilean brand


he power of a good story and the ability to tell it well are clearly demonstrated in the success of Chilean wine brand Santa Rita, which has evolved from a small domestic producer into a US$150m turnover business in the last 30 years, and helped drive Chile’s position as a top wine-producing nation. Established in 1880 and one of the oldest wineries in Chile, Santa Rita was taken over in 1980 by conglomerate Grupo Claro, which shifted the focus to expansion, export and developing the quality of the wines.


Volume 4 Issue 3 2010 Marketing Age 33


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