Many wine lovers are accustomed to sipping their
merlot, cabernet or sauvignon. But Chile is hoping to heat up your taste buds this winter with their
signature flavour.
Carménère is a grape varietal, originally found in Bordeaux France, which has become a Chilean trademark
since the South American country re-introduced it to the world. As the third-leading wine producing country
in the world, Chile has risen to the top of the wine industry and much of it can be accounted to carménère
for the impact it has had on its business.
Juan Somavia, managing director of Wines of Chile, says that carménère is a good expression of
the diversity that the country has to offer.
“It is a varietal that is unique for Chile. Carménère is a grape that was rediscovered in Chile [more than]
50 years ago. It was [almost] extinct. Today, we have a very good expression of what carménère can achieve,”
says Somavia. “And what we want is, among the very rich diversity that Chile has, to also point out to people
that Chile can offer all of the wines [consumers] are familiar with, with excellent quality and a very unique
product that is carménère. That’s why we also want to focus this year on bringing a wide range of different
carménère from different regions… We need wines that can over-deliver and that the consumer can feel
confident about.”
Lifestyle spoke with Somavia at the Chilean Tasting Event at the Royal Ontario Museum in Toronto in October. The event was held in
Montreal, Toronto and Vancouver to promote Chilean wine flavours. Somavia says it gives consumers an
opportunity to “talk to the people behind the bottle,” to help match the consumers’ personal tastes to
Chile’s unique flavours.
With 14 different wine regions from north to south, Wines of Chile has placed a strong emphasis on the
diversity that Chile has to offer when it comes to wine. The event slogan for the Chilean Tasting Event was
“there is more than one colour in a glass of wine.”
But with the wide range of wine varieties available around the world, Somavia acknowledges the hardships of
promoting wine in such a competitive market. For example, Ontario is one of the leading wine-producing
regions in the world.
“Ontario is a very competitive marketplace. But it’s also a market very open to foreign wine and imports.
It’s a significant market, it’s a market that is very keen to try new wines from different regions of the
world” he says. “We are aware that for most people, Chile still doesn’t bring a very strong image to your
mind. At the end of the day, [consumers] need to realize that Chile is a country that can bring geographical
diversity [to wine].”
While cabernet sauvignon still reigns as the most popular wine type in Chile, according to Somavia, he
advises against casting Chile into select wine markets.
“What we want to point out is the very rich diversity that Chile has as a wine producer, in terms of regions
and varietals and recommunicate that we’re not a one-trick pony. Chile has the [depth] to really provide a
wide range of very good quality wines that the consumer will enjoy.”
In September, Wines of Chile launched a Sustainability Program, designed
to help improve the production of wine and its effect on the environment.
“All of the wineries from the industry can measure and benchmark themselves against the green standards,
orange standards and red standards, which are measured at the vineyard, winery and also with social
responsibility issues. The process of certification will begin by next year; we will be able to certify all
of the wineries,” explains Somavia.
The program’s efforts are aimed at helping to lower the carbon footprint of the wine industry, as well as
develop energy-efficient programs and weather stations, which allow wine producers to have more control over
their products.
Since price also tends to be a significant factor for consumers purchasing of wine, Somavia believes this is
another area in which Chile excels.
“Chile is probably the country that gives more value, in terms of any wine you can buy in the market. Chilean
wines across the board over-deliver, so you can feel extremely comfortable about spending $20 on a bottle of
Chilean wine and you get $40 quality of wine,” he says.
But wine enthusiasts don’t have to take Somavia’s word for it. Wines of Chile’s managing director is
challenging readers to dive into Chilean wines and experience the diversity for themselves.
“I encourage consumers to try Chile… They really find a fantastic product, very reliable and very attractive,
enticing product,” he says. “There’s much more than cabernet sauvignon… There’s a lot to explore. I challenge
your readers to approach and see us in a fresh look. Chile has a lot to offer in terms of premium and fine
wines. I think consumers who take a chance will appreciate what they get from the market.”
Taking a chance to indulge in wines outside of one’s comfort zone can release a wide range of flavours that
are only a sip away.
Carménère wines are available to purchase at provincial liquor stores across the country.
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