- June 20th, 2018
Viña Concha y Toro signs alliance with Marca Chile
Through this partnership, the company will strengthen the link between the wine industry and Chile’s image globally.
With the aim of reinforcing the image of wine as an ambassador and national emblem, Viña Concha y Toro signed a strategic alliance with Imagen de Chile, the foundation that seeks to promote the country internationally through Marca Chile.
Due to the presence of Viña Concha y Toro in more than 140 countries, in addition to its leadership in priority markets such as Brazil, China and the United Kingdom, the company emerged as a natural ally of Marca Chile, combining efforts to position the country internationally.
As part of this agreement, both Imagen de Chile and Viña Concha y Toro will join efforts regarding the management of its strategy, construction and brand positioning, based on the concept of the country brand and strengthening its use in digital platforms and integration of high visibility actions, which allow to highlight the importance of Chile´s origin in the wine industry.
Viña Concha y Toro will incorporate the graphic, audiovisual and photographic material of Marca Chile in its digital media and campaigns, generating synergy with more than 2.7 million followers in social networks.
Blanca Bustamante, Corporate Affairs Director at Viña Concha y Toro, highlighted the importance of this type of alliances for the positioning of Chile and its products worldwide: “This agreement reinforces the sense of commitment that Viña Concha y Toro has with its origin, as with the representation of Chile in the world through the excellence of our wines. The global reach of the winery will allow enhancing Marca Chile and, undoubtedly, the generation of joint actions will provide great benefits to our country´s image in different corners of the world. ”
For its part, Myriam Gómez, Executive Director of Imagen de Chile, emphasized the need to reinforce private – public associations: “We are proud and satisfied with this alliance, which allows us to incorporate a world-class company into our work of prestige and leadership in an area for which we are internationally recognized: the quality of our wines. Our intention is that they remain as great ambassadors of Chile “.