As part of its commercial strategy in this region, Viña Concha y Toro will present its wine portfolio in the different commercial channels of travel retail, such as airports, airlines, tourist ports and duty free stores.

“Asia has arguably become the most dynamic and exciting premium wine market in the world, and one in which we have made major investments over the last few years”, explains Guy Nussey, Concha y Toro’s Regional Director in Asia, about this region, where the winery has recently announced its entrance to the travel retail trade.

Thanks to the winery’s success in this continent, which has spearheaded the rapid rise of South American wines, this new strategic step seeks to generate a greater presence in airports, airlines, tourist ports and duty free stores.

This measure is in line with the strategy followed by the company in Asia, boosting the sale of premium wines, which have grown by more than 50% in China, Japan and Korea. In addition, the sales of Casillero del Diablo, its flagship brand, have seen an increase of more than 90% in the same period.

Currently, the region represents more than 15% of the exports of Viña Concha y Toro. “Given the strong brand awareness we have built domestically within the region, we are now looking to mirror this success in the thriving travel retail channel, where we see significant untapped growth opportunities”, Nussey concludes.