Could 2025 be a year of opportunity for Chilean wine in the U.S.? After rough years of slowing sales, 2024 brought big gains for producers sending their wines to the U.S., the South American nation’s third-biggest market. And while value-priced bottles continue to be the country’s main wine export to the U.S., wines priced between $10 to $20 per bottle are starting to gain traction. That price point just happens to be the most promising segment of the U.S. wine market right now.
The past few years have not always been kind to Chilean vintners. U.S. sales declined for eight straight years. Bottled wine sales declined by more than 8.5 percent in 2023, according to Impact Databank, a sister publication of Wine Spectator. That same year, several regions were devastated by wildfires, and grapegrowers began tearing out vineyards to deal with a glut of wine.
But last year delivered several signs of hope. Overall wine exports to the U.S. grew by 12.5 percent, according to Chilean customs reports, and exports of bottled wines, rather than bulk, surged more than 25 percent. The quality of the wines continues to improve thanks to innovative viticultural practices and outstanding vintages in 2021 and 2022. Of the over 100 wines reviewed in the last two years in the $10–$20 bracket, 67 percent notched 88 points or more on Wine Spectator’s 100-point scale. And at the luxury level is the Viña Don Melchor Cabernet Sauvignon Puente Alto Puente Alto Vineyard 2021, which Wine Spectator named the 2024 Wine of the Year.
Chile’s challenge remains a shift to premium. Aurelio Montes Jr., chief winemaker for his family’s company, points out that wines priced under $10 a bottle were still the fastest-growing category for Chilean wines in the U.S. in 2024, even though wines priced between $10–$20 made by top producers showed growth. According to Chilean customs, 81 percent of Chilean wines exported to the U.S. sell for under $10 a bottle. Wines priced between $10 and $20 make up 17 percent of volume but almost 30 percent of value.
“We can see that, clearly, Chile is not taking all the advantage that we could at that price bracket, even though we have amazing wines at that price,” said Montes. “We are growing in that category, but we need to keep working in promoting our great wines. Maybe it is a matter of awareness from the consumer side.”
“New consumers to the wine category, while consuming less wine and alcohol, are spending more per purchase,” said Isabel Guilisasti, vice president of fine wines at Concha y Toro. “This is the sweet spot to grab their attention and attract them to wine.”
Andrés Tauber, president of VSPT Wine Group’s U.S. division, believes that Chile’s strength with Cabernet Sauvignon and Sauvignon Blanc in that price range is key. “A significant part of our strategy is focused on consumers who are purchasing wines in the $10–$20 range,” he said. “We are confident that Chile has strong opportunities in offering high quality Cabernet Sauvignon and Sauvignon Blanc at competitive prices.”
Guilisasti points to Sauvignon Blanc. “While Cabernet Sauvignon and Chardonnay lead the pack, Sauvignon Blanc is showing strong growth,” she said. She cited Casillero del Diablo Sauvignon Blanc, which retails for $10. U.S. retail sales grew 32 percent last year.
Montes believes plenty of challenges lie ahead, primarily because most U.S. consumers still think “cheap” when they think of Chile. “The positioning of Chilean wine in the low price category is too strong, though we know that we have the quality to be [premium] without any problem. We need to make an extra effort. It will take time to see real results.”
