Viña Concha y Toro seeks to conquer the luxury wine segment in Asia with its innovative campaign “Jewels of the New World”

As part of its participation in Vinexpo Asia 2024, Viña Concha y Toro is carrying out a complete tour of the Middle East, Southeast Asia and Hong Kong, as part of the launch events of “Jewels of the New World by Viña Concha y Toro”.

Viña Concha y Toro’s premiumization strategy continues to advance internationally. One of the five largest wine companies in the world has decided to focus its luxury brands on Asia and the Middle East, unveiling its new proposal “Jewels of the New World by Viña Concha y Toro” through a complete tour of eight destinations in this demanding and sophisticated market.

“Jewels of the New World” is a selection of nine luxury brands from the company’s best terroirs in its three origins. Representing the Chilean origin of its subsidiary Concha y Toro are: Carmín de Peumo, Gravas de Maipo (Cabernet Sauvignon and Syrah), The Master, Marques de Casa Concha Heritage, Amelia (Chardonnay and Pinot Noir), and Terrunyo (Sauvignon Blanc, Carmenere and Cabernet Sauvignon). On the California side, and through its subsidiary Bonterra Organic Estates, Alea Fina and the Bonterra Single Vineyard line (The Roost, The Butler and The MacNab) are presented. Meanwhile, on the side of the Argentine subsidiary Bodega Trivento, there is Trivento Eolo Malbec.

Isabel Guilisasti, Vice President of Fine Wines and head of the company’s luxury brands division, is the person responsible for the internationalization strategy of this exclusive wine portfolio.

“We are part of a company with more than 140 years of experience dedicated to the production of great wines, and today we have a solid luxury portfolio, with a very attractive diversity, which we seek to bring to our consumers in Asia and the world. We have prestigious and unique terroirs in three distinctive New World countries -Chile, Argentina and California-, with a team of exceptionally talented winemakers, a farming team dedicated to achieving excellence, and brands of irrefutable winemaking consistency in terms of quality, international recognition and expression of their place of origin”, explains Isabel Guilisasti.

At year-end 2023, Asia accounted for 44% of the company’s luxury segment sales by value, led by China, Singapore and South Korea.

Guy Nussey, regional director of the group in Asia Pacific – based in Singapore – explains that the first country where the “Jewels of the New World” collection was unveiled was Singapore in May 2023, then expanding to Japan, South Korea and China in early 2024, and extending today the execution of this campaign to the United Arab Emirates (UAE), Thailand, Vietnam and Hong Kong with great success.

“This campaign was conducted after in-depth research around our consumers in Asia and the Middle East, with the aim of captivating this audience to the world of wine in a more novel and creative way and taking a cue from other luxury categories. We are very confident in attracting new consumers and bringing them closer to our portfolio of premium wines in a different and more approachable way. We are now in the full implementation phase of the program, developing multiple consumer touch points across the region,” says Guy Nussey.

During this last tour, which took place in May, winemaker Isabel Mitarakis Guilisasti, in charge of promoting these luxury brands in Asia, presented “Jewels of the New World by Viña Concha y Toro” in Dubai (UAE), Bangkok (Thailand), Ho Chi Minh City (Vietnam) and Hong Kong.

In the Middle East and Southeast Asia, the winemaker conducted master tastings for distributors, press, master sommeliers, and consumers in each of these markets, as well as training for the sales force and meetings with key customers and potential buyers.

To conclude this tour, and as part of Viña Concha y Toro’s participation in Vinexpo Asia 2024, the company held an exclusive event at the Murray Hotel in Hong Kong, bringing together distributors, press and industry representatives from the different markets in one place. On this occasion, attendees were invited to experience an exclusive masterclass, followed by an immersive four-course wine pairing experience, where each wine was offered alongside specially crafted preparations for guests to enjoy these exceptional wines.

“I had the opportunity to present these nine wines from the company’s best terroirs. These vineyards and their distinctive appellations, as well as their enological consistency and the high recognition achieved, support the quality of these representative wines of the New World. Being part of Viña Concha y Toro’s winemaking team, I know closely each of its winemakers and the deep vocation for excellence that each one of them puts into working with these wines”, says Isabel Mitarakis.

“Jewels of the New World”

With the “Discover Rarity” invitation, “Jewels of the New World” introduces a new concept of pairing premium wines – sourced from Chile, Argentina and California and made with uniqueness, history and meticulous workmanship – highlighting the natural wonders of their place of origin, as well as key characteristics related to different gemstones also originating from the American continent. In this way, consumers are offered a unique and innovative experience that allows them to connect the characteristics of the wine and these gems with their place of origin.

Nani Mulet, Commercial Director of APAC, explains that this campaign is a way to effectively connect with our luxury consumers, both those who currently carry our wines, as well as those potential customers, inviting them to rediscover this exclusive portfolio of wines through a concept finely tuned to resonate with them, emphasizing luxury and exclusivity.

“Our approach celebrates scarcity, heritage and craftsmanship by combining each wine with the properties of a gemstone. Understanding that Asian consumers view gemstones as symbols of energy and life, we have associated each wine’s identity with gemstones of similar properties, appealing to consumers looking for stories and cultural value,” explains Nani Mulet, and continues, “We are excited to roll out our ‘Jewels of the New World’ across multiple markets in Asia and engage our audience. This expansion underscores our commitment to offer a unique and luxurious winemaking experience, rooted in the rich heritage and meticulous work behind our distinguished brands.”

Carmín de Peumo is Chile’s first icon Carmenere and comes from one of Concha y Toro’s oldest terroirs, the Peumo vineyard (D.O. Peumo). This wine expresses the key concept “Rebirth and Euphoria”, together with the carmine, red gem rhodochrosite.

Gravas del Maipo is a tribute to the beauty of the Andes Mountains, with Gravas del Maipo Cabernet Sauvignon from the Puente Alto vineyard (D.O. Puente Alto) and Gravas del Maipo Syrah from the Quinta de Maipo vineyard (D.O. Buin). It is identified with the sky-blue aquamarine gemstone, to express “Magnificence and Harmony”.

The Master comes from the centenary vineyards of El Mariscal and Pirque Viejo (D.O. Maipo Andes). Representing “Commitment and Excellence”, it is combined with the orange citrine gem.

Marques de Casa Concha Heritage honors the legacy of a company with over 140 years of history and originates from the El Mariscal vineyard in the acclaimed Puente Alto appellation. It is associated with the key concept “Perseverance and Distinction”, and the gemstone brown quartz.

Amelia seeks to express the unique character of the Limarí Valley to produce high-end Chardonnay and Pinot Noir. It originates from the Quebrada Seca vineyard (D.O. Limarí) and is represented by the blue gemstone lapis lazuli, which symbolizes “Balance and Expressiveness”.

The Terrunyo line of wines, which reveals the luxury of that which is carefully elaborated, is composed of the wines Terrunyo Carmenere -from the Peumo vineyard (D.O. Peumo), Terrunyo Cabernet Sauvignon -from the Pirque vineyard (D.O. Pirque) and Terrunyo Sauvignon Blanc -from the El Boldo vineyard (D.O. Casablanca). This brand is related to the concept of “Diversity and Craftsmanship” and is expressed through the mysterious light of the opal gemstone.

Alea Fina originates from the prestigious Rutherford Estate in Napa Valley, California. It symbolizes “Intricate and Reverent” and is associated with the purple alexandrite gemstone.

Bonterra Single Vineyard, a line of the biodynamic winery Bonterra Organic Estates, is composed of The Roost, The Butler and The MacNab wines from Mendocino County, California. It is associated with the emerald, green gemstone and represents the concepts of “Natural Wonder and Compostura”.

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

Great recognitions

Carmín de Peumo 2019

  • 96 pts – James Suckling
  • 95 pts – Robert Parker’s The Wine Advocate
  • 95 pts – Tim Atkin

Gravas del Maipo Cabernet Sauvignon 2020

  • 95 pts – James Suckling
  • 94 pts – Wine & Spirits
  • 94 pts – Decanter

Gravas del Maipo Syrah 2019

  • 95 pts, N°36 – Top 100 Wines of Chile 2021 – James Suckling
  • 92 pts – Wine Spectator
  • 92 pts – Vinous

The Master 2020

  • 93 pts – James Suckling

Marques de Casa Concha Heritage 2020

  • 94 pts – James Suckling
  • 93 pts – Robert Parker’s The Wine Advocate
  • 93 pts – Tim Atkin

Amelia Chardonnay 2022

  • 97 pts – James Suckling
  • 97 pts – Tim Atkin
  • 93 pts – Editors’ Picks – Decanter

Amelia Pinot Noir 2022

  • 95 pts – Tim Atkin
  • 94 pts – James Suckling
  • 93 pts – Wine Spectator

Terrunyo Sauvignon Blanc 2021

  • 93 pts – James Suckling
  • 93 pts – Tim Atkin
  • 92 pts – Decanter

Terrunyo Carmenere 2022

  • 93 pts – James Suckling
  • 93 pts – Tim Atkin
  • 93 pts – Alistair Cooper

Terrunyo Cabernet Sauvignon 2019

  • 93 pts – James Suckling
  • 92 pts – Wine & Spirits
  • 92 pts – Wine Spectator

Trivento Eolo Malbec 2019

  • 95 pts – Robert Parker’s The Wine Advocate
  • 95 pts – Tim Atkin
  • 94 pts – James Suckling

Bonterra Single Vineyard, The Roost 2022

  • 93 pts – Wine Enthusiast
  • 96 pts – The Tasting Panel
  • Gold – 2024 San Francisco Chronicle Wine Competition
Viña Concha y Toro seeks to conquer the luxury wine segment in Asia with its innovative campaign “Jewels of the New World”