Marques de Casa Concha, a renowned wine brand of the Concha y Toro subsidiary, presents its new campaign focused on outstanding winemaker Marcelo Papa and his relentless crusade to work with Chile’s best terroirs.

Marques de Casa Concha, one of Concha y Toro’s most well-known brands and one that represents the extraordinary quality of the art of winemaking, has launched a new campaign: “In search of noble roots”. The aim of this campaign is to demonstrate the commitment of the brand and, in particular, its winemaker, Marcelo Papa, to tirelessly pursue the best location for growing each of the varieties that make up this portfolio.

“In search of noble roots” is inspired by Marcelo’s extraordinary ability to identify those terroirs that are ideal for each variety and that have transformed Marques de Casa Concha into one of the most recognized brands worldwide for its quality, tradition and character.

Marcelo’s great hallmark also lies in his close relationship with the terroir and the uniqueness that permeates his wines, giving them great character and a true sense of origin. “My passion has led me to explore Chile’s different valleys in search of the noblest roots for each Marques de Casa Concha variety. We want to reflect a particular origin, showing the potential of each variety and terroir from which it comes,” explains Papa.

During a professional career spanning more than 20 years, Marcelo has received both personal and professional accolades in local and international press. His wines consistently score 90+ points in all varieties. In addition, he has been nominated as “Winemaker of the Year” by the renowned English wine critic Tim Atkin MW, placing him among the most outstanding personalities in the wine world.

The campaign, which can be seen on public billboards, points sales, press and digital platforms worldwide, also includes activations with consumers, such as contests to participate in wine packs, culinary experiences, and the chance of a tasting Marques de Casa Concha portfolio with Marcelo Papa. Also, the campaign will promote rising chefs whose signature cuisine focuses on local and noble products, performing various activations to support and disseminate their work.