> BRANDED
We believe a lot in consistency [of campaigns]. If you see the campaigns of Adidas, Nike, the big, big brands, they all have something in common, a great consistency’
Having produced around 100,000 cases a year for the domes-
tic market in the early 1980s, Santa Rita now exports over 1.5m cases each year to more than 70 countries. Today, turnover is split fairly evenly between the domestic and export markets. Interestingly, Ireland is its second biggest export market after the
United States, accounting for 220,000 cases or just under 15pc of Santa Rita wine shipped out of Chile each year. In the Irish off- trade, Santa Rita is now the third biggest wine brand by volume, behind Blossom Hill in first place and Wolf Blass in second. According to figures from Nielsen, one in 30 bottles of wine sold in the Irish market these days is a bottle of Santa Rita. The brand’s most successful range is 120, which represents its entry-level series of varietals for export markets – cheaper table wine that is not exported accounts for the bulk of the brand’s domestic market. The range was launched in 1982 and named in honour of 120 patriots who, along with Bernardo O’Higgins (who would later become Chile’s first independent leader) sought shel- ter on the grounds of what is now the Santa Rita estate while fight- ing for independence in 1814. According to Santa Rita’s global marketing director, Antonio
Gauci, the fact that O’Higgins’ father was born in Sligo resonates particularly well in the Irish market.
International strategy While most consumers, particularly in Ireland, are familiar with the 120 range, Santa Rita has invested significantly in its higher-end wines and the brand has an ongoing strategy of trying to attract consumers to the entry-level products and gradually moving them up the value chain to the more expensive wines. Gauci also main- tains that while 120 is the brand’s entry-level offering international- ly, it does not fall into the ‘cheap’ category. It has a recommended retail price of €9.99, compared with the current average price of a bottle of wine in Ireland of just over €8. Gauci also points out that the average price of a case of Santa
Rita internationally is US$38, compared with the Chilean wines average of US$26. “That’s because the focus is on the Reserva and upwards.” While Santa Rita has a global marketing strategy, Gauci says
that campaigns and activities are adapted to take account of local habits and cultures. For example, the current ‘Heroes’ campaign
34 Marketing Age Volume 4 Issue 3 2010
for 120 has been rolled out in various export markets with tweaks to ensure maximum engagement. In Ireland, for instance, the focus is getting consumers to nominate their own local heroes. In Colombia, the emphasis is on the courage of everyday people who try something new or face up to challenges. In Denmark, mean- while, the campaign has highlighted the historical aspect of the 120 patriots. In all cases, the campaign takes on a social media element.
“Today, not thinking in social media terms is not the correct way,” says Gauci. “Everybody is connected to Twitter and Facebook. And the increase in contact you can gain through social media is incredible, and it is less expensive than traditional media as well.” In certain countries, Santa Rita focuses its efforts on educating
the market. “For example, in South America there are many coun- tries that only drink entry-level wines,” he says. “Our idea is to communicate and differentiate between different varieties – differ- entiate the vineyards, the valleys etc. In all the campaigns we develop in those countries, we always try to educate.” In many other markets, meanwhile, the main objective is to
attract new consumers to the 120 range through engagement. “We think that through this range – with more than nine varieties – we are able to engage new consumers. It’s sometimes very tough to educate them because it might be people who never drank wine before. “120 is the first point of entry to Santa Rita. It’s a range where we
want to express the truest expression of the variety, but in a very simple way. They’re not very complex; they’re not strong, powerful wines with big tannins. They’re easier to drink. When people first drink a wine they need to have something more simple. “The idea is to engage them through campaigns like we are
implementing in Ireland, the ‘Heroes’ campaign. Today there is so much publicity around vodka, rum – it’s very emotional, sen- sitive, it’s all about experience. We put that kind of element behind 120. For the Reservas, Medalla Real, Casa Real – the more expensive, more professional ranges – we put all of our thought behind education.” The brand also works with the Wines of Chile organisation,
which promotes the quality and image of Chilean wines around the world. “Wines of Chile works in many countries with one single message and with a clear plan for the next 10 years. So we try to
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