Views from the Beautiful South: Americo Hernandez, Vina Ventisquero

By Richard Siddle

Published: 15 September, 2014

Following this week's Wines of the Beautiful South tasting in London Harpers caught up with key figures from across the Chilean, Argentinian and South African wine industries to assess their thoughts on the UK wine market for their wines.

Americo Hernandez, global key accounts director, Vina Ventisquero

How important is the UK market to you?

Until 2010 the UK was a very important market. Then considerable tax increases and a strong low price demand from the multiples changed the industry considerably and forced us to bottle in the UK, which is not the way we want to run the business for our wineries. Maybe the growers and brokers are happy though.

With the new UK market picture our focus is to grow sales in the medium to high end wines from Chile, and to increase distribution with the national and regional wholesalers.

What is the biggest challenge working in the UK ?

UK bottling.

What is the main message you're trying to put out to trade/consumers?

Chile can deliver the best value with its medium and high end wines.

What has been your biggest successes in the UK market?

Growing the on-trade market and building the Ventisquero brand.

How is the 2014 harvest/vintage?

The harvest is 30% down because of a big frost last October. We will have excellent 2014 quality but low availability.

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