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Viña Concha Y Toro (“VCT”), Latin America’s leading wine producer, has launched a pioneering new concept that will define the future of its Fine Wine strategy in Asia and the Middle East: Jewels of the New World by Viña Concha Y Toro (“JEWELS”). Unveiled at a launch event in Singapore, JEWELS builds on the family of wineries’ leadership in new world wine by recruiting consumers to the Fine Wine segment – driving category growt hand creating new value for partners. Backed by extensive research, the initiative is set to inspire luxury consumers across the region, with a focus on the key markets of China, South Korea, Japan, Thailand, Singapore and the UAE, through a long-term 360-degree marketing programme.
JEWELS presents a curated collection of Fine Wine brands from exquisite terroir in Chile, Argentina and California exclusively for discerning wine drinkers. In an authentic celebration of scarcity, history and craftsmanship, each expression is paired with a precious gem that is native to the Americas. While recognizing both as natural wonders crafted from the unique conditions of the land, the deeper meaning behind each stone connects with the essence of each brand.
This unique concept spotlights the best of nine distinguished wine brands: Alea Fina and Bonterra Biodynamics from California, Amelia, Carmin de Peumo, Concha Y Toro Master Edition, Gravas, Marques de Casa Concha Heritage and Terrunyo from Chile and Trivento Eolo from Argentina.
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In a global debut, JEWELS was unveiled to key trade partners and media at an immersive launch experience held in Singapore on 22 May 2023. In a spectacular takeover of the high-security Le Freeport storage facility, guests were transported into a glittering world adorned with precious gemstones. The evening embodied a convivial spirit with theatrical story-telling to bring the Jewels concept to life; each Fine Wine was paired with a New World inspired culinary dish; as VCT Regional Director APAC and Middle East, Guy Nussey, took on the role of gemologist to narrate the multi-sensory story of each jewel.
Guests were also among the first in Asia to taste the newly released 2021 vintage Don Melchor, the 35th vintage of this iconic wine which earned 99 points from James Suckling. An exclusive private Don Melchor vault brought to life the unique Puente Alto terroir and storied history of the founding father of fine wines from Chile. The result is a wine of tremendous aromatic complexity with red fruit and small berries accompanied by notes of violet flowers. This very expansive wine, with a velvety-smooth texture and a very long, expressive finish embodies all the elegance and concentration characteristic of Puente Alto, Chile.
Nussey commented:
“Jewels of the New World by Viña Concha Y Toro will be launching across Asia and the Middle East throughout the second half of 2023. It reflects VCT’s commitment to a luxury strategy based on excellence, innovation and partnership. We look forward to implementing this new platform with our partners and working together to unlocking our opportunity in New World Fine Wine.”
