Two complete 180s: A 360-degree rethink of the Chilean wine model for pairing with the southerly Los Lagos Region's cuisines and cultures

Abstract

This feature article introduces a novel conceptual framework for positioning wine regions. It stretches the metaphor of 360-degree gastronomy by considering how a pair of 180-degree rethinks might make this more plausible in a cooler-climate Chilean region largely unspoilt by Chile's success in producing warmer-climate red wines for export at bulk scale. Drawing inspiration from Spain's Enoturismo 360 movement, we propose a dual reorientation of Chilean wine production and its culinary pairings with the southerly Los Lagos Region's cuisine. A first 180-degree shift advocates a socio-economic pivot from the dominant export-driven model towards more localized, human-scale development. This shift challenges the conventional Chilean wine industry's reliance on large-scale, standardised production and aims to foster terroir-driven, community-focused viticulture that aligns with the principles of sustainability and local identity. This reorientation draws on the developmental philosophy of Chilean economist Manfred Max-Neef, emphasizing the importance of human-centred, small-scale economic models. The second 180-degree shift focuses on the concept of the chronotope, taken from Russian literary theorist Mikhail Bakhtin's criticism of narratives, to explore how wine can embody and narrate the cultural, historical, and geographic specificities of Los Lagos. Each of Los Lagos' four provinces —Osorno, Llanquihue, Chiloé, and Palena— possesses a distinct cultural meld shaped by indigenous, colonial, and subsequent settler influences. This shift invites the wine industry to craft provincial pairings that reflect the unique time-space dynamics of these locales. Pairings emphasize locally relevant flavours and storytelling, linking wine to regional cuisine, place, and history. Together, these “two complete 180s” offer a transformative path for emerging wine regions like Los Lagos, orienting them to transcend the constraints of Chile's traditional wine model. This conceptual framework provides a blueprint for other regions seeking to integrate sustainable production with place-based gastronomy, ensuring that wine is not merely a product, but a cultural expression embedded in time, space, and story.