Market Watch, Summer 2020
84 MARKET WATCH MARKETWATCHMAG COM SUMMER 2020 At the start of this year Larry Challacombe had a primary goal for the nine Chilean wines his company Global Vineyard Importers represents growing their on premise presence Currently three quarters or more of the labels total volume is sold in the off premise We have a presence in restaurants but not nearly as much as wed like mainly one or two icon wines at the top end says Challacombe who serves as Globals president Mark Giordano president of Pacific Highway Wines had a similar initiative underway for Chilean label Santa Ema which the company began handling last September When we inherited the business it was heavily focused on the off trade Giordano says That was a big initiative for us positioning the higher end in on premise including by the glass at 16 18 for the Amplus range which retails at about 30 a 750 ml Chilean wines are attracting savvy drinkers but the category continues to be weighed down by its lower end BY CAROL WARD Chiles Challenge
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