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June 18, 2019
Aurelio Montes, Sr. Elected New President of the Wines of Chile Association
The Wines of Chile Association has elected Aurelio Montes, Sr., Co-Founder and President of Montes Wines, one of the leading premium wine estates in Chile, as the next president to lead the guild at its XIII Annual Assembly for the next two years, 2019- 2021.
The selection was collectively decided by over 70 associates affiliated with the organization. Wines of Chile unifies the most important wineries with the aim to strengthen and promote wine produced in Chile.
“Montes, Sr. is one of the most renowned personalities in the Chilean wine industry. He is a fundamental part of the internationalization of Chilean wines through his career as founder and principal partner of Viña Montes. After graduating from the Catholic University of Chile, he became the first winemaker of Viña Undurraga. After 12 years, in 1988, he decided to emigrate and founded Viña Montes in the Finca de Apalta, in Colchagua. Additionally, he served as vice president of the National Society of Agriculture and Wines of Chile between 2013 and 2015, focusing on foreign markets,” noted the Wines of Chile Association announcement.
Montes, Sr. currently is a Wines of Chile board member, Co-Founder and President of Montes Wines, and has become an icon for Chilean wines in the wine industry. As the new Wines of Chile President, his biggest challenge will be to continue to work on the long-term goals for the 2025 Strategy of Chile. Their central objectives are to reach a greater market share and develop a premium, diverse and sustainable positioning of Chilean wines. They aim to place the value of Chilean wines above $60 USD per case FOB. The strategy focuses on six priority markets: Brazil, Canada, Chile, China, the United States and the United Kingdom.
“I am going to support wines of quality, which give the Chilean industry prestige and dignity. I think it is very important, both in the national and international markets, to bring wine closer to consumers, particularly younger consumers. Wine should not be intimidating. I want to make it so consumers are able to confidently go out and dare to buy a Cabernet Sauvignon or whatever they like without fear of making a mistake,” explained Aurelio Montes, Sr.
Kobrand is the exclusive U.S. Sales and Marketing company for all wines from the Viña Montes portfolio and is responsible for all U.S. sales and marketing activities.