Casas del Bosque’s Innovative Rebranding Strategy
At the tasting room of Casas del Bosque in Casablanca, Chile, the Syrah being poured remains the same as it was just months ago; the grapes come from the same vineyard, and the winemaking process is unchanged. However, the label has undergone a transformation: where "Gran Reserva" once appeared, it now reads "Handcrafted." This seemingly cosmetic change is actually part of a larger strategic initiative. With an annual production of approximately 300,000 bottles and annual revenue around $13 million, the Cúneo family-owned winery could have opted to scale up its operations, perhaps prioritizing its presence on supermarket shelves. Instead, they have chosen to revamp their label and seek out niche markets, aiming to increase their sales to 450,000 bottles annually by 2030.
General Manager Jaime de la Barra explains, "We could consider aligning ourselves with a major retail brand or supermarket, and we have the option to do so. However, we made a different decision to pursue broader market reach, even if it takes a bit longer to achieve our goals." This decision reflects a commitment to quality and brand identity over sheer volume.
Building a Unique Identity in Wine
Founded in 1993 by Juan Cúneo, Casas del Bosque is relatively young by wine industry standards. Located in the coldest part of the Casablanca Valley, the vineyard benefits from the morning fog brought by the Humboldt Current but also enjoys ample afternoon sunshine. Today, the winery remains entirely family-owned, with Giorgianna Cúneo serving as the executive director.
Over the past decade, the winery has invested in expanding its range of wine styles. De la Barra, who has been in the industry for over 22 years, notes, "For many years, we focused on diversity, but when you communicate everything, you end up communicating nothing." This investment has allowed Casas del Bosque to refine its offerings, choosing to produce fewer yet higher-quality wines.
As part of this focus, the winery has phased out traditional classification categories like Reserva and Gran Reserva. According to de la Barra, these classifications have become less meaningful in Chile, and he prefers to look toward Old World wine regions where designations speak for themselves. He cites Felton Road in Central Otago, New Zealand, as an example where the brand is synonymous with its origin.
The winery has seen significant results from this strategic shift, particularly in Brazil, which accounts for nearly half of their exports. The Brazilian market has seen a 28% increase in sales volume and value over the past 12 months, compared to a modest 6% growth for the Chilean wine industry overall. The winery's pricing strategy also stands out, with exports averaging $50 per nine-liter case, significantly higher than the $24.60 average for Chilean wines.
To support this growth, the winery reinvests 10% of its revenue from Brazil into marketing and sales efforts. They have recently appointed Joana Bronze, a Brazilian educator and wine expert, as their ambassador to spearhead region-specific initiatives. Additionally, nearly 90% of their sales previously came from retail, but now they are expanding their presence in restaurants, which they believe is key to connecting with consumers.
In conclusion, the rebranding of Casas del Bosque signifies more than just a label change; it represents a strategic pivot towards quality, identity, and market expansion in the competitive wine industry. With innovative approaches and a focus on crafting unique wine experiences, Casas del Bosque is poised for continued success and growth, especially in emerging markets like Brazil.
As reported by seudinheiro.com.
