World Premiere: Down2Earth – New World @ProWein

We talked with Michal Cox, UK Director Wines of Chile UK Ltd.:

YOOPRESS:Mr. Cox, what was the motivation behind initiating a joint appearance of the 5 “New World wine nations” at the ProWein?

MICHAEL COX: The world market for wine is very competitive, but there is no doubt that the New World wine countries have to be very active to gain more market shares. One of the most important factors for previous and future accomplishments is to understand modern wine consumption. It is our common goal to use innovative marketing more effectively, to highlight the diverse terroirs and styles of our wines and to present the importance of sustainable winemaking in our countries.

Among the “New World@ProWein” – wine nations, Chile broke new ground to optimize and expand market positions. Chile’s participation in the “Down2Earth” – seminars at the ProWein clearly reflects its strong commitment to contribute to the future of the wine world and to the “new world order” of the international wine market.

YOOPRESS:What are the aims of “Down2Earth” and which activities are included in “Wines of Chile” presentation at the ProWein?

MICHAEL COX: The joint presentation of “Down2Earth” at the ProWein, particularly the seminars in exhibition hall 6, gives an indication of an internal marketing program, which aims at gaining a better understanding of wine markets, and the wine trade in particular, so that we are able to bring more innovations and energy into the wine world.

We are of the opinion that the ProWein is one of most dynamic and well attended trade fairs worldwide. Therefore, it is important for Chile to be active and energetic at this fair. That is the reason why “Wines of Chile”, in addition to its involvement in the seminars, will have a vivid stand in hall 6 where 25 Chilean producers will present their wines

YOOPRESS:At Down2Earth, who are the contact persons for the press, trade and other visitors?

MICHAEL COX: Each of the 5 participating countries at Down2Earth, Chile, Argentina, South Africa, New Zealand and California has a team that consists of executives, who act as heads of the export-marketing-program, who are responsible for the organization of the joint program and who attend the committees of their wine countries. Each of the contact persons, including their contact details, are listed on the joint “Down2Earth”- website.

Juan Somavia is the contact person for Chile, and I am responsible for the coordination of the EU-program. It is interesting that my twin brother manages the EU-program for New Zealand. We will both be present at the ProWein and are available.

YOOPRESS:Thank you for the interview and we wish you every success at the ProWein.

“Down To Earth” is the title of a dynamic series of seminars and wine tastings, which will be presented at a stand especially built for the exhibition. The booth will be positioned alongside the stands representing Argentina, Chile, California, New Zealand and South Africa. The seminars and tastings are aimed at representatives from the areas of trade and the media. The seminars show key factors, which are responsible for the extraordinary success of these dynamic countries. (aw.yoopress/ translator em)

New World @ProWein presents itself on the following website: DOWN2EARTH – Here you can find information and contact details about all representatives of each wine nation.