Face to face

Pablo Navarro: The new export director for German drinks company, Racke
27 August, 2008
Page 10 
What has been your greatest achievement?

Being part of the team that creates Carm ín de Peumo - the Carm én ère icon of Concha y Toro.

What will be your greatest challenge?

To open markets in Latin America for Espíritu de Chile, Golden Kaan and Vitae, starting with the two biggest markets - Brazil and Mexico . The wine culture is growing in the region, but right now it is not a big consumer of wine - less than 2 .4 litres per capita. The internationally recognised brands have a considerable advantage. The big players are the Chilean and Argentin ian wines.

What is your greatest strength?

My experience at one of the biggest wine companies in the world, Concha y Toro.

Have you ever had a life-changing experience ?

At this moment, my life-changing experience is my little daughter Colomba.

What concerns you most about the beverage industry?

As an industry we have to be very concerned about the environment and be responsible for our practices . In the long run we must have sustainable environment management practices and try to be an example to other industries.

What one up-and-coming trend do you think is important, but maybe overlooked?

That wine is becoming trendy in Latin American markets. They want to know about origins, grapes, varieties, qualities. They want to know which wine is the best option to match with a certain meal, to give as a gift or to drink on a special occasion. Right now they are very traditional consumers, but they are start ing to open to new things, such as the screw cap.

What is your favourite drink?

Wine, of course. My favourite variety is Cabernet Sauvignon , however, I always recommend the Carm én ère . It is a great variety originally of the Medoc (Bordeaux), but now a days you can find the best Carm én ère in Chile.