Nimbility’s Ian Ford Presents an Overview and Update of the China Market at Wines of Chile Summit 2018


The 2018 Wines of Chile Summit drew a record crowd of Chilean wine exporters all looking ahead to opportunities to grow business in the key export markets of the North America, Brazil, China, and the UK. The conference focused on these key export markets, and the plans that Wines of Chile has developed to support the industry’s export efforts and build “Brand Chile". There was a particular spotlight on China this year, with Ian Ford of Nimbility invited to present an overview and update on the China market and distribution opportunities therein. Ian was joined in the afternoon by Julio Alonso, Director of Wines of Chile Asia, for a roundtable discussion on opportunities in China. Ian and Julio explored various segments of opportunity, including in second tier cities, e-commerce, on Wechat, and Pin DuoDuo.

Ian identified a very significant upside opportunity for the entire Chilean wine industry in China, ranging from USD 75 million to 415 million in incremental export sales. The presentation also focused on the looming retail consolidation centring around the three major online ecosystems: Alibaba/T-mall, Tencent/Wechat, and These massive online players have already begun to acquire significant positions with major bricks-and-mortar retailers in China, a trend that is predicted to accelerate in the years ahead. Ian also focused on the evolution of the route-to-market for importing wine into China, looking at the various options a wine producer might explore for getting into China and building a growing and sustainable market.

Already the number 3 ranked country of origin for wine to China, Chile still has significant upside in China in the years ahead. Developing a well-informed and detailed strategy, finding and securing the right partners, and proactively investing in brand building and activation, were the final recommendations made by Ian for Chilean producers to find true success in China.

Chess Martin