- February 12th, 2024
Viña Concha y Toro increases its presence in Premium Pisco category through the acquisition of the Malpaso brand
The company seeks to strengthen its positioning in the category after its good experience with Pisco Diablo.
Viña Concha y Toro announced the acquisition of the pisco brand Malpaso, betting on the Premium Pisco category in Chile. After the launch of Pisco Diablo in 2019, the company seeks to strengthen its positioning in the category with Malpaso, a brand it has been distributing through VCT Chile for 15 years.
The company announced the inclusion of Malpaso in its portfolio, confident in its potential to strengthen its position in the Chilean pisco market. The brand has demonstrated outstanding performance, with 11.5% growth in value between 2022 and 2023, reaching a market share of 5.2% in value during the months of October and November 2023.
Viña Concha y Toro positions itself as a key player in the Pisco segment, allowing for the implementation of long-term strategies and actions for the continued development of the brand. This strategic acquisition supports the company’s vision to innovate and grow in different categories.
Niclas Blomström, General Manager of VCT Chile said: “The consolidation of ownership of the Malpaso brand, together with its distribution, complements our portfolio with high quality products, in line with the leadership we have in wine and an important presence in the premium and craft beer category”.
VCT Chile is the distribution subsidiary of Viña Concha y Toro in the local market, with direct access to all sales channels (retail, traditional, on trade and e-commerce) nationwide and with a portfolio of own and third-party brands. “With the acquisition of Malpaso we seek to strengthen our liquor portfolio and consolidate our position as a relevant player in the Premium Pisco category with growth ambitions and a long-term vision in the market. This commitment further strengthens the strategy we have been building to be a relevant player in the alcoholic beverage categories through our own brands and alliances with national and international groups,” said Dimitri Forno, New Business Manager of VCT Chile.
Malpaso, a brand of premium piscos made from high quality grapes from the heart of the Limarí Valley, has different varieties and innovations in its portfolio to satisfy the tastes of different consumers, which will maintain unchanged its production process and its unique distillate, according to a pisque tradition developed for 20 years and a Premium quality consolidated in the national and international market.
“We have a tremendous team behind each bottle, which has worked hard to promote and raise awareness of the Limarí Valley’s pisco industry. We are confident and sure of success in this new big step together with Viña Concha y Toro”, added Ignacio Norambuena, Commercial Manager of Malpaso.