Wines of Chile looks for PR shop to gain UK presence

Wine industry body Wines of Chile is understood to be on the hunt for PR support as it looks to establish itself within the UK.

The company, which is headquartered in the Chilean capital Santiago, is looking for PR assistance ahead of the opening of its UK office in May 2003.

The company's interim PR adviser, Karen Sutton, said that the firm is in the process of recruiting 'a freelancer or agency' to assist Wines of Chile on PR issues.

'They're in the process of recruiting at the moment as they don't have anyone to handle PR when the UK office is established,' she said.

Details of precisely what form the PR hire will take and also the exact remit of the account are thin on the ground, but newly appointed Wines of Chile UK director Michael Cox is likely to oversee the recruitment process. Cox himself was appointed earlier this month to head the office, and will officially commence work after it has opened in May.

Cox was unavailable for comment as PRWeek went to press.

Sutton was unable to provide details of exactly what stage the PR hunt is currently at, but suggested that interviews will be taking place in the near future, indicating that a shortlist has already been formed and that a hire is imminent.

The decision taken by Wines of Chile to open a UK office is aimed at pushing Chilean wine brands into the premium market, in particular in the £5-per-bottle-and over category.

Chilean wines currently account for around six per cent of the under-£5 wine market. However, the perception of the produce as 'entry level wines' has limited its ability to penetrate the more prestigious market.

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