Key Data Findings (2024)
- Total volume sales fell by 2% to 239 million litres.
- Sparkling wine grew by 5% to 25 million litres – best performing category.
- Total volume sales forecast to rise at a CAGR of 1% to 251 million litres by 2029.
2024 Developments
- Aging consumer base and lower alcohol consumption among younger generations led to overall decline.
- Producers target younger cohorts via education on wine varieties, sweeter profiles, lower alcohol, and wine-based RTDs.
- On-trade sales remain weak since pandemic & 2019 protests; earlier closing hours and high prices reduce demand.
- Still light grape wine retains leadership; shift from Sauvignon Blanc to Carmenère; premiumisation trend continues.
- Sparkling wine benefits from mixology trend (e.g., Aperol Spritz) and rising popularity among female consumers.
Sweeter Wine Popularity
New consumers prefer quick, simple options over traditional pairing/terroir focus. Growth in sweet cocktails, early-fermentation wines, and fruity RTDs. Innovation is more evident in packaging – brighter labels stand out on shelves. Traditional varieties like Merlot, Carmenère, and Cabernet remain popular.
Off-Trade vs On-Trade
- Off-trade: Botillerías (drinks specialists) dominate; convenience stores are fastest-growing channel. Large bottles gain favor for cost benefits.
- On-trade: Declining share; high mark-ups (triple retail price) discourage consumption in bars/restaurants.
Prospects & Opportunities
- Recovery in off-trade expected as inflation eases and confidence grows.
- Sweeter profiles projected to expand reach among younger & female consumers.
- Sparkling wine to remain most dynamic, aided by cocktails and warm-weather appeal.
- On-trade struggles to persist due to post-pandemic behavior, security concerns, and economic caution.
- Producers will continue consumer education on mixed varieties (“ensemblajes”) to reverse historical negative perceptions.
Competitive Landscape (2024)
Company shares (total volume): Viña San Pedro Tarapacá, Viña Concha y Toro SA, Viña Santa Rita SA, Viña Mar de Casablanca, Viña Valdivieso SA, Viña Undurraga SA, Bacardi-Martini Chile SA, Premium Brands Chile SPA, others.
Brand shares (total volume): Santa Rita 120, Gato, Santa Helena, Casillero del Diablo, Exportación, Clos de Pirque, Misiones de Rengo, Viñamar, Valdivieso, Undurraga, Ambassador, Martini, Chandon, others.
In summary: Chile’s wine market is adapting to demographic shifts by targeting younger consumers with sweeter, lower-alcohol options and modern packaging. Off-trade channels remain critical for recovery, while sparkling wine is the star performer. On-trade faces prolonged challenges from high prices, security concerns, and cautious spending.
Source: Euromonitor International, June 2025. Prepared for UF Business Library LibGuide.
