"One of the things that is affecting us is the tremendous success of California," said Aurelio Montes, owner of Viña Montes and president of Wines of Chile. "In the $15 to $20 price range you can find a wide variety of wines from California. They're hitting the category very hard and people in the United States are loyal to California. They have developed a style that appeals to people: easy drinking, velvety soft, with residual sugar. They are taking a big piece of the market in that price range from Chile, especially with millennials." To try to claw back U.S. market share, Chile needs the attention of the wine trade. But that's a challenge because so does everybody else.