Indomita - Chile Plus3

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Transcript Indomita - Chile Plus3

Viña Indómita
Mission: To differentiate from other
Chilean wineries so their wine can be
sold in export or domestic markets.
Casablanca Valley vineyard
Viña Indómita
• It is a privately-owned vineyard.
• Designed in 1999 by Chilean-Italian architect
Pablo Scarella
• It is home to the #3 restaurant in Chile, with
top chief Oscar Tapia.
• The firm consists of two vineyards:
– Casablanca
– Maipo Valley
Maipo Valley Vineyard
• It is located in central
Chile, not to far south from
• It consists of 988 acres.
• Its location is ideal because
it has a very dry climate
with little rain.
• This vineyard specializes in
making red wine.
– Cabernet Sauvignon
– Merlot
– Carmernére
Casablanca Valley Vineyard/Winery
• This Vineyard and Winery is
located 66 kilometers
northwest from Santiago, very
close to the Pacific Ocean
• It consists of 494 acres.
• Due to its distance to the
ocean, Casablanca experiences
moderate temperatures.
• This Vineyard specializes in
making white wine:
– Chardonnay
– Sauvignon Blanc
Facts about the Wine Industry in Chile
• Chile has many wine-growing valleys and districts
that each specialize in different wines.
• Their wine was mostly influenced by the French.
• Some notable wine companies are Concha y Toro
and Santa Rita.
• Concha y Toro is the largest producer of wine in
Chile is covering nearly 17,300 acres of land.
• Santa Rita has been investing money in new
technology for a higher quality of wine, which is
receiving international acclaim.
The Wine Industry: Major Product
• The basic product categories within the Chilean
wine industry is quite simple. It is broken down
– Red wine: made from red grapes
– White wine: made from green grapes
• However, there are many different types of red
and white wines that a producer can make.
– example: Chardonnay is a white wine, while a Merlot
is a red wine.
• Due to the limited basic product categories and the boom
of the Chilean wine industry since the 1990’s, competition
within the industry is fierce.
• With such fierce competition it drives firms to differentiate
their wine. A couple of the big firms that do this are:
– Santa Rita: investing money for a higher quality of wine.
– Cono Sur: has began making modern wine.
– Cousiño Macul: began in 1856 and has stressed the family brand
• Viña Indómita is a young and prosperous company.
However, due to their age they are not in direct
competition with any of these big players…yet.
Challenges and Opportunities
• Challenges:
– Since creating wine is natural
process any weather related
problems or natural disasters
(earthquakes) can affect the
profitability of the industry.
– It is hard for a company to
differentiate themselves
because of the intense
• Opportunities:
– The wine industry is a growing
industry within Chile and many
companies, such as Viña
Indómita, can now enter the
market and attempt to
Significance to Us
• CBA:
– It is significant to CBA students, because it is such a growing
industry. We are learning in our MCE classes the fundamentals
of business. More precisely, how to differentiate a company’s
product to succeed in a competitive market. These tools can be
directly implemented within this industry.
– It is significant to SSOE students, because in order to
differentiate the firms are going to have to invest in new
technologies and machines that will give them an edge in the
– It gives SSOE students the chance to take a first-hand look at
environmental factors and other variables that are relevant to
this particular industry
• Wine was not native to Chile but was introduced
by the Spaniards.
• Due to the Pacific Ocean on the west and the
Andes on the East, wine has been able to thrive in
the Chile without pests and disease.
• In Chile, there are 14 principle regions for
producing wine. Viña Indómita produces in the
Maipo and Casablanca valleys.
• Airport customs in Chile prevent disease and
other fungi to affect agriculture in Chile
• Wines fermented in climate
controlled stainless steel
• Vineyards use unique barrel
cellar partly constructed in
the side of the hill where the
wine is matured.
– Temperature and humidity are
• Due to the large amounts of
rain in regions close to the
Andes, many vineyards
switched to a drip irrigation
• 5th largest exporter of wines in
the world, and is the 9th largest
producer in the world.
• Policy makers have been trying
to channel more capital into
– Creating more competition
between companies
• Pisco is the main component of
growth in consumption
– National drink of Chile
Social Customs
• Wine is usually drank at
• Wine and other spirits
are often given as gifts.
• If wine is served during
dinner, it is more of a
social gathering
• No wine usually means
a more business-like
Wine & Engineering
• Harvesting & Destemming
-Mechanical Harvesters straddle grapevine trellises and,
using firm plastic or rubber rods, strike the fruiting zone
of the grapevine to dislodge the grapes from the rachis.
• Most of the harvesting is done by people.
• Paddles above the small circular slots rotate to
remove the larger chunks of stems. Grapes are pulled
off the stems and fall through the holes.
• Crushing & Primary Fermentation
-Grapes are put into a machine consisting of two
rollers which crush them and squeeze out the juice.
Engineering Continued
Temperature is regulated to obtain the desired amount of
alcohol percentage and sugar. Pressing
• Pressing is the act ofpressure to grape in order to
separate juice or wine from grapes and grape skins.
Secondary Fermentation and Bulk Aging
• Cold stabilization to prevent appearance of tartrate
crystals after bottling
• Wine is kept under an airlock to protect the wine from
oxidation. This usually takes place in large stainless steel
vessels or oak barrels.
Wine & Engineering Continued
Raw Materials
• Grapes
• Trucks/Trains
• Shipping Oversees
• Acreage
• Machinery
• Workers
• Moldy Grapes
Worker Safety
• Customer Safety
Environmental Factors
• Weather/Climate
Skills & Do they need to be Engineers?
Workers must know when grapes need to be picked.
• No, engineers are only needed to make the equipment. The workers at the vineyard just oversee the
Questions for Professionals
• How big is the Viña Indómita vineyard compared to other
Chilean vineyards?
• Did the recent earthquake have any impact on your
• How does business life at Viña Indómita reflect my personal
opinions on how a business should be run?
• Is diversity an issue at Viña Indómita?
• How many rivals do you compete against, who is your main
• Being a Privately owned business what are the advantages
and disadvantages?
• What is your favorite wine to make? To drink?
Questions for Students
How much wine do you drink typically?
What is your favorite wine?
Have you ever worked on a vineyard?
When do you normally drink? Do you drink at
• Is drinking encouraged?