Can you give us some background to the VSPT Wine Group?
VSPT Wine Group is one of the top 20 global wine producers, leading in sparkling and premium wine segment sales in Chile, and ranking fifth in the Argentine domestic market.
We have established ourselves as the benchmark for South American wines through our strong portfolio of brands and lead in markets of global importance, including Japan, Korea, Belgium, the Netherlands, Brazil, Canada, France, Finland, Sweden, the Czech Republic, and Paraguay, among others.
Cristián Le Dantec, the VSPT Wine Group’s commercial director for Europe, Middle East, and Africa says it is focused on playing a bigger part in the UK wine market
Our business model is based on strategic partnerships and shared visions. We prioritise building mutually beneficial, long-term, and comprehensive relationships with clients and suppliers.
We were pioneers in including sustainability as a strategic objective and corporate value. We lead in renewable energy generation, champion biodiversity preservation, and advocate for conscious alcohol consumption.
Recently, we updated our sustainability model with an innovative and ambitious goal of achieving net zero by 2050. We have made significant progress towards this target, earning us Gold membership in the International Wineries for Climate Action (IWCA).
Tell us about your activity in the UK and how important it is to the overall group?
We opened a dedicated UK subsidiary in 2023 to strengthen our position in the market.By establishing a new UK subsidiary underscores our ambition and commitment to developing VSPT's premium quality portfolio in the UK market, known for its brand-building and trend-setting environment.
This subsidiary aligns with our global strategy to identify key markets, including the UK, US, and China, to enhance sales of premium products while gaining deeper market insights.
VSPT UK’s main objective is to build long-term sustainable relations with our partners with a clear focus on the UK off-trade. What we see today is that the market for Chilean and Argentinian wines has been dominated by a major brand owner for a long time and, whilst they do an excellent job, there remains a wide opportunity for VSPT to expand its presence.
The VSPT Wine Group's branded wine portfolio
The Chilean category sales have faced stagnation in recent years, compounded by a declining volume in the UK market. Therefore, it is now more crucial than ever to introduce new value, variety, innovation, and quality to reinvigorate the Chilean category.
Our ambition is to show winemaking excellence through engaging brands and wines of regional provenance which inspire and delight customers and connect the consumer to both Chile and Argentina in a new and refreshing way.
We have many plans to keep growing and activating our current premium terroir brands in the market like Graffigna and Leyda, however, we are also very committed to developing the South American wine category to recover the growing path within the UK consumers. We are sure that with innovative and quality wine brands we will engage our partners and consumers.
We have been refining our approach to the market over the past few years and are confident in our new strategy. With the resources, brands and willingness to invest in long-term partnerships, VSPT is optimistic about the future in the UK Market.
You are now bottling some of your brands in the UK with Encirc as part of this new strategy?
Encirc is a key partner in our strategy to develop VSPT in the UK market. We have an agreement with Encirc for bottling and warehousing, which provides a more efficient route to market, and enables local bottling of some of our renowned brands, including Graffigna and some new projects in the near future. Both Encirc and VSPT UK have a strong sustainability programme and our strategies are very aligned on the shared ambition to decarbonise the wine industry.
You also have a new partnership with the Institute of Masters of Wine - tell us about that?
VSPT Wine Group believes it has a lot to offer in terms of knowledge and understanding of the South American wine region and its role in the global market
We are very happy and proud about this new partnership as a principal supporter of the Institute of Masters of Wine for the next three years. VSPT Wine Group is fully committed to advancing wine education and this new collaboration promises to create a dynamic synergy of wine and academic excellence. Together, we envision a future where passion, expertise, and a dedication to mastery will enrich the palates and minds of wine enthusiasts worldwide.
This partnership is also very aligned with our plans to develop Chilean and Argentinian wines in the UK, not only in the off-trade but also in the on-trade and hospitality sector where we have an important operation and business developed in partnership with Enotria &Coe. We have been working with Enotria for a long time in this channel with brands like Leyda, Sideral and Tarapacá and we are very confident that with their support and IMW partnership, we can help to develop and boost the South American wines in the UK.
You also have appointed James Murch as your new UK sales manager?
Our decision to appoint James Murch as the new sales manager for the UK marks a significant move in our strategic growth trajectory. James has over two decades of experience in the off-trade sector, bringing a wealth of industry knowledge and expertise to the table through all grocery stores, discounters, specialists, and key convenience accounts, covering own labels, tertiary labels, and branded supplies.
The UK market holds immense potential for VSPT Wine Group, and James's appointment reflects the company's commitment to capitalising on this opportunity. His appointment signifies a concerted effort to further expand and strengthen the business's foothold in the UK off-trade. His role will not only facilitate the growth of the business but also foster deeper connections with existing and prospective customers.
* The VSPT Wine Group is.a commercial partner of The Buyer. You can find out more about the services it offers here.
