Through an immersive and cutting-edge experience that combines technology, history, and wine, the Concha y Toro’s Centro del Vino highlights the country’s rich cultural, artistic, and heritage legacy in a one-of-a-kind museum-style journey.

Concha y Toro has officially opened its new Centro del Vino in Pirque, Santiago, an ambitious project set to become a must-see attraction in the Chilean capital, positioning the country at the forefront of global wine tourism.

The goal of this project is to elevate Chile’s wine tourism offering to the highest international standards, creating a compelling experience that celebrates the richness of Chilean wine culture and delivers it at a world-class level. “Just as our wines have brought Chile’s name to every corner of the globe, we now want the Centro del Vino to become a symbol of national heritage for all those who visit the country,” says Isabel Guilisasti, Vice President of Fine Wines and Corporate Image at Viña Concha y Toro.

Located in the heart of the Maipo Valley, just 20 kilometers from downtown Santiago, this new 12,000-square-meter space invites visitors to embark on a fully immersive journey that blends nature, art, exceptional wines, signature cuisine, cutting-edge technology, and historical heritage, creating a museum-like experience unlike anything else in the region.

The development of the Centro del Vino brought together a distinguished multidisciplinary team of renowned Chilean experts, including architect Martín Hurtado, landscape designer Juan Grimm, interior designer Enrique Concha, exhibition curators Pablo Cordua and Sebastián Moro, and visual artist Josefina Guilisasti, among many others. All of them worked under the leadership of Isabel Guilisasti.

“The Centro del Vino elevates the wine tourism experience, grounded in three key pillars that define Concha y Toro: excellence, sustainability, and innovation. This project -announced in 2022 as part of our 140th anniversary- not only celebrates our legacy, but also reflects our deep commitment to future generations,” adds Isabel.

Six transformative zones and experiences
During their tour of the Centro del Vino, visitors can access six different thematic areas, each offering unique experiences.

ZONE 1
It corresponds to the Visitor Center, which will open to the public in 2026 and will serve as the gateway to the new Concha y Toro Centro del Vino. The space will include a ticket office, an auditorium, and a 700-square-meter boutique store.

ZONE 2
Called Plaza Concha y Toro, this area offers visitors captivating experiences where wine and gastronomy come together in perfect harmony. Guests can enjoy tastings at the Bodega 1883 Restaurant and the impressive Gran Barra Bodega 1883 -a 25-meter-long wine bar.

This zone also features the iconic centerpiece of the Centro del Vino: the Concha y Toro Cellar, a faithful reconstruction of a mid-19th-century wine cellar. This symbolic space reflects the winery’s deep commitment to Chilean cultural heritage, hosting temporary exhibitions that celebrate the work of national artisans and artists.

ZONE 3
Is home to the not-to-be-missed Casillero del Diablo multisensory experience, “The Origin of a Legend”, a museum-quality journey that explores the geological origin of Chile’s wine valleys, the growth of the vine and the processes involved in making wine, along with the sensory experience of aromas and colors and the history behind the iconic Casillero del Diablo brand. Visitors will also have the chance to experience firsthand the legendary story of Casillero del Diablo and explore an authentic cellar where the winery’s ultra-premium wines are stored.

ZONE 4
The Don Melchor Cellar, will be ready to welcome visitors in 2026, offering a unique and exclusive experience focused on the winery’s icon Cabernet Sauvignon, Don Melchor, a world-class wine with a first vintage dating back to 1987.

ZONE 5
Offers well-appointed tasting areas where visitors can experience a variety of in-depth wine tastings led by expert sommeliers, who will guide them through the rich and diverse array of Concha y Toro wines and their origins. This zone includes an amphitheater-style terrace overlooking the vineyard and Concha y Toro Park, tasting rooms set within the park and a modern tasting room at the Del Alto Wine Cellar.

ZONE 6
In this area, visitors will have a chance to tour the 22-hectare park and admire the historic Casa Don Melchor, both authentic examples of Chile’s national heritage. The winery’s intention is to preserve this legacy for future generations through a rigorous planting and conservation program.

For those seeking an even more exclusive experience, Casa Don Melchor experiences offer an opportunity to delve deeper into the history and origins of this iconic residence, whose extraordinary beauty dates back to 1883. Here, visitors can enjoy unique tastings and luncheons focused on the icon wine Don Melchor, named No. 1 in the world in 2024 by Wine Spectator.

Throughout the new guided tour of the Centro del Vino, visitors will also have the chance to admire works by prominent Chilean artists, whose creations engage in a visual dialogue with the concept of wine through diverse materials and techniques.

Among them is a majestic hand-carved stone wall representing the geological strata of the Andes Mountains, created by Gabriel Horta and his daughter Diana Horta; a bronze sculpture resembling a grapevine, by Jean Petitpas in collaboration with César Manquel; digital illustration-based artworks by Cecilia Avendaño depicting the aromatic profiles of red and white wines; illustrations of the vine’s development and its varieties by Pilar Salazar; and a colossal 2.5-meter-diameter bronze seal crafted by metalworker Luis Montes, glorifying the elements that represent the founder’s name.

The experience also includes an engaging audiovisual narrative titled “Where the Rumor Begins,” which tells the story behind the mysterious Casillero del Diablo cellar, created by the studio SMOG (Santiago Motion Graphics).

Excellence, heritage and sustainability
The new Centro del Vino is impressive not only for its wine tourism but also for its commitment to sustainability. It is the first wine center in the world to receive the Preferred by Nature Sustainable Tourism Seal, which recognizes tourism initiatives that take a responsible approach to biodiversity and heritage.

In 2024, in collaboration with Fundación Chilco and the Royal Botanic Garden Edinburgh (RBGE), the winery also inaugurated Chile’s first Safe Site for Conservation (SSC) within the park, focused on protecting native Chilean flora. That same year, the Casillero del Diablo tour was chosen “Best Wine Tourism Experience in Chile” at the Enoturismo Chile Awards.

With this new Centro del Vino, Concha y Toro is redefining its tourism offerings in Pirque, a destination that in 2024 attracted a record-breaking 230,000 visitors from around the globe. More than a destination, this center embodies a daring and visionary endeavor that marks a new chapter in global wine tourism, an open invitation to discover, learn and marvel.

Experiences, hours of operation and reservations
The new Concha y Toro Centro del Vino experience is a 120-minute guided tour, available in Spanish, English and Portuguese, with an array of additional experiences focused on the winery’s finest wines.

Tours run Monday to Sunday from 9:00 a.m. to 11:00 p.m. and can be booked at enoturismo.conchaytoro.com.