The collaboration includes a distribution relationship and the launch of a gift pack of Chilean icon wine Don Melchor and Chinese distillate WuLiangYe.

Viña Concha y Toro and the Chinese giant Wuliangye, signed a collaboration agreement in the Asian market that includes the creation of a gift pack of Chilean icon wine Don Melchor 2021 and WuLiangYe, the number one brand of baijiu, the most consumed distillate in China.

The signing of the agreement and the gift pack launch event took place during the opening ceremony of the ‘Chile Week Chengdu 2024’. Present at the signing of the agreement were Ignacia Fernández Gatica, Undersecretary of Agriculture of Chile; Ignacio Fernández, Director General of ProChile; José Vial, Consul General of Chile in Chengdu; Hu Yun, Vice Governor of the People’s Government of Sichuan Province; Zeng Congqin, Secretary of the Party Committee and Chairman of Sichuan Yibin Wuliangye Group Co, Ltd. and Secretary of the Party Committee and Chairman of Yibin Wuliangye Co, Ltd.; and José González, Corporate Export Director of Viña Concha y Toro in Asia.

Joint creation

The official signing marks a milestone in a stable and long-term cooperative relationship between Wuliangye and Viña Concha y Toro but also leaves a vivid mark on the globalisation of Chinese baijiu. Focusing on the commonalities of Chinese and Chilean cultures, the agreement paves a new path for the internationalisation of iconic Chilean wine and Chinese baijiu.

The combination of the two products integrates the iconic Chilean wine and the ancient heritage of Chinese Baijiu, bringing a totally new tasting experience to consumers, initiating a new chapter in the cooperation of the two countries’ wine industries. The gift box is based on the colours of both national flags, incorporating brush strokes of oil paint and drawings of trees characteristic of the two countries.