Improving Chile's image overseas will be top of the agenda for Aurelio Montes Sr following his appointment as international vice-president of Wines of Chile.
Image: Wines of Chile
Montes takes up the position for two years after being elected to the board in May and begins his role immediately.
His key responsibilities will be strengthening Chile’s image in established markets, as well as leveraging his experience and contacts to improve the image of Wines of Chile overseas.
Speaking to Decanter.com at Vinexpo in Bordeaux, Montes said he expected Chile’s younger generation of winemakers would help to boost the country’s appeal abroad.
‘I trust so much in the new-comers, in the new generation. I see the energy and passion that they have and have no doubt that that will be a strong asset to make Chile better-known and producing better-quality wines.’
‘We will begin building a good platform to make Chile better-known,’ he said.
Claudio Cilveti, managing director of Wines of Chile, said, ‘Wines of Chile have made some important changes in the direction of what we do. We hope Aurelio will help us to re-draw the Wines of Chile image overseas, and to transmit our message much more clearly.’
The appointment also coincides with the 25th anniversary of the Montes winery in Chile, after Aurelio Montes founded it in 1988.
Written by John Abbott
