Viña Concha y Toro increases its participation in Kross

The brewery is developing an ambitious growth strategy through its brands and the franchises of the Krossbar gastronomic business. 

Viña Concha y Toro exercised its option to purchase 10% of the ownership of Cervecería Kross, increasing its participation to 87%.

In this way, the company deepened its focus on the premium beer market, initiated in 2011 when it acquired a 40% stake, which was raised to take control in 2017 with 77%. The founders retained their stake.

The decision sought to take advantage of this attractive opportunity to expand exposure in the premium beer segment, in line with the corporate strategy of premiumisation of the portfolio, as well as to diversify the source of income.

The board of the Curacaví-based company, founded in 2003, was chaired by Eduardo Guilisasti, general manager of Viña Concha y Toro, and also comprised Rodrigo Infante, Osvaldo Solar, Niclas Blömstrom and Ignacio Izcue. José Tomás Infante and Asbjorn Gerlach, founding partners, will continue as key executives of the firm.

Kross is a brand of beer made with artisanal methods from noble ingredients of natural origin, but which, at the same time, takes advantage of technology. Through its website it sells traditional and experimental beers which it ships nationwide.

The brewery has a complete and renewed portfolio of varieties that are highly valued and awarded in the main international competitions. From August 2023 and after a thorough analysis of competitiveness, the priority of developing a portfolio strategy was defined, which responds to the development of a new positioning, which aims to meet the challenges of preparing the company for growth.

In addition, Kross has a gastronomic business line through Krossbar, which has been constantly expanding under the franchise model.

Viña Concha y Toro increases its participation in Kross