American Wines in Panama Report 2013
While American wines are third in sales in the Panama market, there is still have a long gap to trounce the biggest competitors, Chile and Argentina. American wines are gaining preference among consumers, but there is still work to be done towards promoting and creating a “name” for American wines.
For many years Chilean and Argentinean wines have held the top position in the Panamanian market, mainly due to quality, price and extensive and costly marketing efforts such as introductory parties, wine tastings, etc.Wine importers and sellers in Panama cite lack of vineyard or producer investment in promoting U.S. wines, therefore these wines are beaten out of the market by the aggressive promotion tactics of Chile and Argentina.
These businesses believe that with more investment, U.S. wines would be able to take up more market share in the future.
