Viña Concha y Toro redoubles its focus on luxury wine portfolio

Through an immersive experience carried out in Japan, South Korea, Vietnam and China, the company deepened its strategy of premiumizing its products. Under the new concept of Jewels of the New World by Viña Concha y Toro, the company seeks to gain ground in a growing segment worldwide.

Viña Concha y Toro’s premiumization strategy continues to advance and now it has taken another step forward. Latin America’s largest wine company recently created the Luxury Brands Division, led by the vice president of fine wines, Isabel Guilisasti Gana, with the aim of satisfying the demanding consumers of this wine segment. A key step on this path was taken with the launch of Jewels of the New World by Viña Concha y Toro in multiple cities in Asia.

The “Jewels of the New World” collection is a special selection of nine luxury wines tailor-made by Viña Concha y Toro from the three origins where the company has vineyards: Chile, Argentina and the United States.

With the slogan “Discover rarity”, “Jewels of the New World” introduces a new concept of pairing premium wines, made with uniqueness, history and craftsmanship, through precious stones originating from the same American continent. By connecting the essence of each wine brand with the deep meaning of these stones, it offers customers an exquisite harmony between premium objects, made in the unique conditions of the American continent,” said Isabel Guilisasti, who led the tour of Asia together with Isabel Mitarakis Guilisasti, the company’s winemaker.Asia is a demanding and increasingly sophisticated market, explains Isabel Guilisasti. Some figures that illustrate this are: Asia accounts for more than 40% of Viña Concha y Toro’s luxury segment sales, led by China, Singapore and South Korea.

Guy Nussey, regional director of the group in Asia, based in Singapore, explains that the first country where the “Jewels of the New World” collection was launched was Singapore, and now the launch has been extended to Japan, South Korea, Vietnam and China with great success. “This is due to an exhaustive period of research and development focused on a novel process of approaching customers in this special segment of wine consumers. We are now in the full implementation phase of the program, developing multiple consumer touch points throughout the region.”

The “Jewels of the New World” wine selection

“Jewels of the New World” comprises nine brands. From Chile: Carmín de Peumo; Gravas; Concha y Toro The Master; Marques de Casa Concha Heritage; Amelia; and Terrunyo. Wines from the United States through the subsidiary Bonterra Organic Estates: Alea Fina and Bonterra. On the Argentine subsidiary’s side, Bodega Trivento presented Trivento Eolo.

“Carmín de Peumo”, Chile’s first icon Carmenere and the only one in the world to receive the highest score given to a Carmenere -97 pts- by the prestigious specialized publication, Robert Parker’s Wine Advocate, is paired under the key concept “Rebirth and Euphoria”, together with the gem rhodochrosite.

“Gravas”, a tribute to the Andes Mountains and those hidden gravels of eroded soils, displaced and molded year after year in the millenary Maipo basin, brings together natural Andean labelleza and combines with the sky blue aquamarine gemstone, to express “Magnificence and Harmony”.

Symbolizing “Commitment and Excellence”, “Concha y Toro The Master” is combined with the orange Citrine gemstone and marks Viña Concha y Toro’s ambitious launch tailored to Asian consumers, a unique Cabernet Sauvignon from the century-old vineyards of El Mariscal and Pirque, both located at the foot of the Andes Mountains in the Maipo Valley.

“Marques de Casa Concha Heritage”, which honors the legacy of a company with more than 140 years of history, is Marques de Casa Concha’s top of the line wine, a Cabernet Sauvignon-based wine that originates in the acclaimed Puente Alto appellation, specifically in the El Mariscal vineyard. This great exponent is associated with the key concept “Perseverance and Distinction”, and is represented through the precious stone Brown Quartz.

“Amelia”, a wine brand that seeks to express the unique and distinctive character of the Limarí Valley for the production of high-end Chardonnay and Pinot Noir, is represented by the blue gemstone, Lapis Lazuli, which symbolizes “Balance and Expressiveness”.

The “Terrunyo” wine line is composed of wines carefully produced in New World terroirs. The brand is linked to the concept of “Diversity and Craftsmanship”, which is expressed through the mysterious light of the precious stone Opal.

“Alea Fina”, originates from the prestigious Rutherford Estate in Napa Valley, USA, and is crafted by winemaker Sebastian Donoso and noted winemaker, Paul Hobbs. It symbolizes “Intricate and Reverent” and is paired with the purple Alexandrite gemstone.

“Bonterra,” America’s number one organic winery and, at the same time, the world’s largest biodynamically certified organic winery, paired with the Emerald green gemstone, represents “Natural Wonder and Composure.”

“Trivento Eolo,” made from century-old vines from Argentina’s historic Luján de Cuyo region, is paired with the golden yellow Topaz gemstone, symbolizing “Wisdom and Time.”

Viña Concha y Toro redoubles its focus on luxury wine portfolio