Through an immersive experience around the gems of the New World, the company launched the pioneering new concept that will define the future of its fine wine strategy in Asia and the Middle East: Jewels of the New World by Viña Concha y Toro.

Viña Concha y Toro unveiled Jewels of the New World at an event held in Singapore, where it presented this new concept based on the company’s leadership in attracting consumers to the fine wine segment, driving category growth and creating new value for partners.

The initiative, backed by extensive research, aims to inspire luxury consumers in Asia and the Middle East, focusing on the key markets of China, South Korea, Japan, Thailand, Singapore and the UAE, through a long-term 360-degree marketing program.

Jewels of the New World presents a select collection of fine wine brands from exquisite terroir in Chile, Argentina and California, exclusively for the most discerning wine consumers. In a true celebration of scarcity, history and craftsmanship, each expression is paired with a precious gem originating in the Americas. While both are recognized as natural wonders created from the unique conditions of the land, the deeper meaning of each stone connects to the essence of each brand.

This unique concept highlights the best of nine distinguished wine brands: Alea Fina and Bonterra Biodynamics from California; Carmín de Peumo, Gravas, Concha y Toro Master Edition, Marques de Casa Concha Heritage, Amelia and Terrunyo from Chile; and Trivento Eolo from Argentina.

In its global debut, Jewels of the New World was unveiled to key trade partners and media at an immersive launch experience held in Singapore on May 22, 2023. At a spectacular event at Le Freeport, guests were transported to a glittering world adorned with precious stones. Each wine was paired with a New World-inspired culinary dish, while Guy Nussey, Regional Director VCT APAC & Middle East, took on the role of gemologist to narrate the multi-sensory story of each jewel.

Guy Nussey assured that “The event was a huge success, delivering a truly luxury experience for our audience of key clients from all of our focus markets and key regional media”.

“This event represented the initiation of one of the most important projects for the Asia zone of this business cycle, with our goal to be the engine of growth for the Luxury Brand Portfolio for the company in the next years. Our team has worked for almost 2 years to deliver not just an exceptional event but a full program that we will execute across China, North Asia and South East Asia markets across all channels” he added.

Cristián López, Corporate Director of Exports, commented that “It is important to emphasize the commitment that each client and each of the actors involved in the value chain must have to strengthen the brands in the markets in order to maximize the growth opportunities that these brands offer us, and thus increase sales, especially of our fine wines”.

Guests were also among the first in Asia to taste the new 2021 vintage of Don Melchor, the 35th of this iconic wine that earned 99 points from James Suckling. An exclusive private vault at Don Melchor brought to life the unique terroir of Puente Alto and the history of the founding father of Chile’s fine wines. The result is a wine of great aromatic complexity, with red fruits and small berries accompanied by notes of violet flowers. This wine is very expansive, with a velvety texture and a very long, expressive finish, embodying all the elegance and concentration characteristic of the Puente Alto terroir in Chile.