By Francisco Herrera, Sales Manager at Cervecería Kunstmann
For years we’ve talked about the importance of exporting Chilean products, but I believe we now have an even greater opportunity: to show the world what makes us unique. Because origin isn’t just a label that accompanies a product; it’s part of its identity, its history, and also its value.
At Kunstmann, we’ve learned this lesson in Valdivia. After 35 years, we continue to grow from the very place where our story began. And that continuity has taught us something important: going global doesn’t mean leaving behind what defines us. On the contrary, when a brand goes global, having a clear identity becomes one of its greatest strengths.
Being part of Marca Chile’s “Made by Chileans” initiative has been a way to further that journey. Its international platforms have allowed us to start conversations, reach new markets, and share our vision with people from different places. Today, Kunstmann is present in more than 12 countries, and every new frontier confirms that there is interest in learning not only about what we do, but also about the vision behind it.
I believe that this is an opportunity Chile can still take advantage of. We can build internationally competitive brands based on our own diversity, highlighting the talent, stories, and opportunities that exist throughout the country.
For a brand like Kunstmann, that also means recognizing that growing from within a region promotes the decentralization of our economy, and that is an advantage.
Valdivia has given us an identity, but also an ongoing challenge: to innovate, evolve, and find new ways to connect with those who choose us. Tradition, on its own, is not enough; it must engage with the present to remain meaningful.
As companies, we have a role that goes beyond our own businesses. Every product that reaches another country, every entrepreneur who opens up a new market, and every company that participates in an international event also helps shape the world’s image of Chile.
That is why we particularly appreciate that Made by Chileans now brings together more than 4,000 companies and institutions from our country, because behind them lies a diversity of industries, regions, and experiences, all united by a common conviction: that Chile has something unique to offer.
The world offers great products. What makes them memorable is the story they tell. And ours begins in Valdivia.
