Chile’s wine industry turns to younger drinkers and tourism to solve falling consumption
The latest headlines from our reporters across the US sent straight to your inbox each weekday Your briefing on the latest headlines from across the US Your briefing on the latest headlines from across the US The picturesque vineyards of Chile’s Maule Valley, usually a scene of vibrant harvest, are currently masking a stark and challenging reality for the nation’s winemakers: a dramatic decline in global consumption. In an effort to revitalise interest and secure their future, Chilean wine producers are strategically pivoting towards experiential tourism, sustainable farming practices, and targeted social media campaigns, hoping to captivate a younger generation of consumers. “We are probably living through the worst crisis in the wine world in 100 years,” stated 25-year-old sommelier Felipe Rivera. He added: “I honestly feel that the main reason is that there is no generational replacement among wine consumers. My generation, generally speaking, does not drink wine, and that is a major challenge.” This downturn in wine consumption is not isolated to Chile but represents a global phenomenon, with a “sustained decline” observed …




