Blending heritage, art, architecture, gastronomy, and immersive wine experiences, this innovative destination has become a platform that celebrates Chilean winemaking while establishing itself as one of Santiago’s must-visit attractions.

One year after its inauguration, Centro del Vino Concha y Toro has established itself as one of Chile’s leading tourism and cultural destinations, setting a new benchmark for wine tourism in Latin America. Located in Pirque, the destination offers a contemporary way to discover Chilean wine through heritage, art, landscape, and highly immersive experiences that connect visitors with the country’s identity and culture.

Opened in July 2025 as part of Viña Concha y Toro’s strategy to strengthen Chile’s position on the global wine tourism stage, the project has welcomed high-profile visitors including Dua Lipa, Bad Bunny, Aurora, HYDE, Zeta Bosio, and many others. It has also become a platform for showcasing Chilean cultural expressions from fresh and innovative perspectives.

“We are deeply grateful for these first months of operation. From the very beginning, we envisioned Centro del Vino as much more than a wine tourism experience—it is a place that brings people closer to wine through heritage, art, architecture, and the stories that are part of Chile’s cultural identity. Our purpose has been to connect with today’s travelers seeking authentic and meaningful experiences, while also creating a space where culture, territory, and future generations can come together in new ways,” said Isabel Guilisasti, Vice President of Fine Wines & Corporate Image at Viña Concha y Toro.

Covering more than 12,000 square meters, Centro del Vino Concha y Toro offers an immersive journey through the origins of Chilean wine via a museum experience that combines audiovisual installations, historical artifacts, and sensory experiences. One of its main attractions is The Origin of a Legend, an immersive experience culminating in the historic Casillero del Diablo underground cellar, where one of Chilean wine’s most iconic stories comes to life.

The visitor experience also includes heritage spaces, a walk through Pirque’s century-old park, and the surroundings of the historic Casa Don Melchor, together with the recently inaugurated Concha y Toro Lookout, a landscape architecture project designed by Juan Grimm. The viewpoint offers sweeping amphitheater-style views over the vineyards and invites visitors to connect with the landscape and its unique sense of place.

Beyond its wine tourism offering, during its first year Centro del Vino Concha y Toro has evolved into a platform for bringing Chilean heritage, art, and culture closer to diverse audiences, introducing new ways of interpreting wine through a contemporary, immersive, and deeply origin-driven perspective.

Global Recognition and Commitment to Sustainability

The value of Centro del Vino Concha y Toro lies not only in its innovative concept but also in its commitment to sustainability. Since 2022, it has held Preferred by Nature’s Sustainable Tourism Certification, achieving five consecutive years of compliance.

In 2024, the Casillero del Diablo Night Experience was recognized as Chile’s Best Wine Tourism Experience. That same year, Viña Concha y Toro became the first Chilean company to establish a Safe Conservation Site (SSC) in partnership with the Royal Botanic Garden Edinburgh and Fundación Chilco.

In 2025, The Origin of a Legend received top honors at the Chile Design Awards, winning first place in the Environmental & Spatial Design | Exhibitions & Museography category.

This year, Centro del Vino Concha y Toro was nominated for South America’s Leading Tourism Winery 2026 at the World Travel Awards 2026, one of the travel and tourism industry’s most prestigious international recognitions. Voting remains open until August 28.

Today, Centro del Vino Concha y Toro continues to evolve as a destination where wine, heritage, landscape, and culture come together, redefining the Chilean wine tourism experience while strengthening Chile’s position on the international stage.

For more information and reservations at Centro del Vino Concha y Toro, visit:

https://enoturismo.conchaytoro.com/en/