“Como un gran paso para la industria del vino Chileno”, así definió Michael Cox el hito de nuestra viña Lagar de Bezana en la reciente feria de Londres. En la oportunidad, por primera vez en la historia, un productor de vinos pequeño e independiente, logró posicionar un vino a un alto precio.
Lagar de Bezana, quién era novato en la feria, fue elegido por naked wines para su distribución, y comercialización. Naked wines explota una moderna y atrevida forma de vender: a través de la web ofrece sus productos antes que éstos se encuentren en Inglaterra.
Eso es lo que ocurrió con Lagar de Bezana. Después de ser elegido el mejor tinto entre cientos de vinos degustados en la feria, Naked ofreció Alivión a sus clientes, logándose vender todo en solo tres horas. El director de Wines of Chile UK, Michael Cox, puso de relieve la forma y la rapidez en que se llevó a cabo la venta, agregando que “lo que típicamente se toma meses, aquí se revertió en cosa de horas por una viña chilena”
Asimismo, el director de la London International World Fair, Will Broadfoot, enfatizó que por primera vez en la Feria, un productor desconocido, sin distribuidor, lograba este nivel de ventas en un período tan corto de tiempo: $ 30.000.- libras en sólo tres horas.
Online retailer Naked Wines (http://www.nakedwines.com), which launched in December 2008, has sold £30K worth of wine in 24 hours after rolling out their airline-pricing model at this year's London Wine Fair.
The new model, called Advance Bookings, offers unknown wineries a risk-free route to market by allowing them to pre-sell their wines before they've exported them. "For those who dare to innovate, Naked Wines have proved what can be achieved at a live event such as the Wine Fair," explained Will Broadfoot, the Fair's marketing director. "It's incredible to think that within a single day, a producer can go from no UK representation to selling £30K worth of wine. It's the first time in the Fair's history that any producer has achieved this level of sales, and seen them realised at consumer level, in such a short period of time."
"The speed and ease at which the order was agreed, and the wines sold, is a huge step forward for the industry," explained Michael Cox, UK Director of Wines of Chile. "What can typically take months, and cost thousands of pounds, has been turned on its head - and I'm delighted that a premium Chilean winery has helped to pioneer the scheme."
Largar de Bezana, a boutique winery based in the Cachapoal Valley, was singled out by a team of thirty Naked Archangel customers, who tasted their way through hundreds of wines looking for UK representation. Daniela Rojas, one of four winemakers at Largar, was "overwhelmed" by the concept. "We agreed the order on Tuesday afternoon, and the wine was live on www.nakedwines.com a few hours later. I'd barely had the chance to phone Chile to tell them the news when I heard they'd all sold out!" To find out more about Advance Bookings, and working with Naked Wines, (www.nakedwines.com).
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