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Viña Concha y Toro Presents Flagship Projects to Consolidate Its Commercial Strategy and Strengthen Its Positioning in China


Two major milestones mark the beginning of 2021 in the Chinese market: the transformation of its sales office into a distribution subsidiary, and the launch of a new brand in China. 

April 15th, 2021 Viña Concha y Toro took another step in its roadmap with the launch of two key initiatives for its commercial strategy in the Asian market.  VCT China (Gan Lu Wine Trading), the company’s sales office in Shanghai, has become a distribution subsidiary, joining Viña Concha y Toro’s network of global offices. 

China is a key market for our commercial strategy, and as such, incorporating this office was the next step in our plan. Our network of offices—nine globally, including offices in the United Kingdom, Brazil and Nordic countries—have performed strongly, and have been key to the outstanding results in those markets, where proximity to our customers has been a major strength. We are convinced that establishing direct distribution will be a decisive factor for our growth in China”, said Cristián López, Viña Concha y Toro’s Corporate Export Director.

The company has been selling its brands in China for more than two decades, and inaugurated its sales office in Shanghai in 2013. For years, it has led sales in China and the Casillero del Diablo and Concha y Toro brands are among the top ten most recognized in the country. “We know the market very well, and we want to increase our presence in order to be closer to our Chinese consumers”, said López.

Platform for a new global premium brand

The company’s conviction in its plans to consolidate its presence in the Chinese market is demonstrated through the decision to select China for the global launch of one of its most emblematic projects, which will bring the Concha y Toro brand—the holding’s founding winery—to a product which aims to promote the development of the Chilean ultra premium wine category.

A couple of years ago, when we started to design a new brand for the ultra premium segment, we saw the great potential of the Concha y Toro brand. For that reason, we wanted to honor its heritage with a contemporary twist, emphasizing and breathing life into the brand’s historic elements, the bull and the shell. Craft and art are interwoven in these new wines, which fully reflect our winery’s tradition and know-how. This brand expresses our mastery, balance and years of experience”, explains Isabel Guilisasti, Viña Concha y Toro’s VP of Fine Wines.

The decision to launch this global brand in China is not merely a coincidence. “This is the first time that we have selected China for a global launch, and we are doing so in the knowledge that this brand will be of special value for our Chinese consumers, who hold Chilean wine in high regard, and have shown great appreciation for and interest in our wines”, notes Guilisasti.

On April 6th, a launch event of the Concha y Toro brand was held in Chengdu, with the participation of the Chilean Ambassador in China, Luis Schmidt, representatives of Wines of Chile, local partners and about 150 guests.

“Additionally, the Chilean wine industry maintains very good commercial relations with China, a key destination in which, through this flagship brand, we want to contribute to positioning the extraordinary quality of Chilean wines”, Guilisasti added.

International recognition

Concha y Toro is the founding winery of the Viña Concha y Toro – Family of Wineries holding, which brings together a portfolio of brands originating in Chile with the greatest legacy for the company. Founded in 1883 by Melchor Concha y Toro, it is globally renowned for the quality and strength of its brands. In 2021, for a fifth consecutive year, Concha y Toro was named as one of the top five World’s Most Admired Wine Brands by the British magazine Drinks International.

With this new launch, Concha y Toro will increase its presence in the ultra premium category. Two labels are being launched in the Chinese market, Concha y Toro Cellar Collection (Cabernet Sauvignon and Syrah) and Concha y Toro Master Edition (Cabernet Sauvignon).



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