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As a further step in its strategy focused on Excellence and Innovation, Viña Concha y Toro embarked on an extensive tour of the Middle East, Southeast Asia and Hong Kong to begin launching “Jewels of the New World by Viña Concha y Toro.” The campaign is part of a new strategy from the company's luxury brands division—led by Isabel Guilisasti, Vice President of Fine Wines—to reach more Asian markets with its premium wines.
“Jewels of the New World” features a selection of nine luxury brands from the company's best terroirs in three different origins: Chile, Argentina and California. Isabel Guilisasti Gana, Vice President of Fine Wines and head of the company's luxury brands division, is the individual behind this innovative internationalization strategy for this exclusive portfolio of wines.
“We are part of a company with more than 140 years of experience dedicated to producing great wines, and today we have a strong luxury portfolio with a very attractive and diverse array that we want our consumers in Asia and the world to get to know. We have unique and renowned terroirs in three distinguished New World regions, along with a team of exceptionally talented winemakers, agricultural staff committed to excellence, and brands of unimpeachable oenological consistency in terms of quality, international recognition and expression of their place of origin,” explains Isabel Guilisasti.
At year-end 2023, Asia accounted for 44% of the company's luxurysegment sales by value, led byChina, Singapore and South Korea.
Guy Nussey, the group's regional director in Asia Pacific, explainsthat the first country to launch the "Jewelsof the New World" collection was Singapore (where he is also based),in May 2023, followed by Japan, South Korea and China in early 2024. Thecampaign is currently being extended to the United Arab Emirates (UAE),Thailand, Vietnam and Hong Kong, with tremendous success.
“This campaign was developed after in-depth research into our Asian and Middle Eastern consumers and with the objective of using a more novel and creative approach to captivate this audience with the world of wine taking cues from other luxury categories. We are very confident we can attract new consumers and familiarise them with our luxury wine portfolio with a distinctive and personal approach. We are now in the full implementation stage of the program, developing multiple consumer contact points across the region,” says Guy Nussey.
With the invitation to "Discover Rarity," "Jewels of the New World" introduced a new concept that pairs premium wines—from Chile, Argentina and California and made with uniqueness, history and meticulous craftsmanship— highlighting the natural wonders of their place of origin, as well as the key characteristics related to different gemstones also originating from the American continent. In this way, consumers are offered a unique and innovative experience, allowing them to connect with the characteristics of the wine and these precious stones with their place of origin.
Nani Mulet, Commercial Director APAC, explains that this campaign is a way to effectively connect with our luxury consumers, both those who currently carry our wines and those potential customers, inviting them to rediscover this exclusive portfolio of wines through a concept finely tuned to resonate with them, emphasizing luxury and exclusivity.
“Our approach celebrates scarcity, heritage and craftsmanship by combining each wine with the properties of a precious stone. Understanding that Asian consumers view gemstones as symbols of energy and life, we have associated each wine's identity with gemstones of similar properties, appealing to consumers looking for stories and cultural value,” explains Nani Mulet, and continues:
“We are excited to roll out our 'Jewels of the New World' across multiple markets in Asia and engage our audience. This expansion underscores our commitment to offer a unique and luxurious wine experience, rooted in the rich heritage and meticulous work behind our distinguished brands.”
Carmín de Peumo, Chile's first icon Carmenere, comes from one of Concha y Toro's oldest terroirs, the Peumo Vineyard (D.O. Peumo). This wine expresses the key concept of “Revival and Euphoria” and is paired with the carmine red gemstone Rhodochrosite.
Gravas del Maipo, a tribute to the beauty of the Andes Mountains, brings Gravas del Maipo Cabernet Sauvignon from the Puente Alto Vineyard (D.O. Puente Alto)and Gravas del Maipo Syrah from theQuinta de Maipo Vineyard (D.O. Buin). This brand is identified with the sky-blueAquamarine gemstone to express "Magnificence and Harmony."
icomes from the century-old vineyards of El Mariscal and Pirque Viejo (D.O. Maipo Andes). Representing “Commitment and Excellence,” it is combined with the orange-coloured gemstone Citrine.
Marques de Casa ConchaHeritage honours the legacy of a company with over 140 years of history. It originates in the El Mariscal Vineyard in the acclaimed Puente Alto appellation and is associated with the key concept of "Perseverance and Distinction” and the gemstone Brown Quartz.
Amelia seeks to express the unique character of the Limarí Valley for producing high-end Chardonnay and Pinot Noir. Originating in the Quebrada Seca Vineyard (D.O. Limarí), it is represented by the blue gemstone Lapis Lazuli, symbolising "Balance and Expressiveness."
The Terrunyo line of wines, which emphasizes carefully crafted luxury, includes the wines Terrunyo Carmenere from the Peumo Vineyard (D.O. Peumo), Terrunyo Cabernet Sauvignon from the Pirque Vineyard (D.O. Pirque) and Terrunyo Sauvignon Blanc from the El Boldo Vineyard (D.O.Casablanca). This brand is associated with the concept of “Diversity and Artisanship,” and is expressed through the mysterious light of the opal gemstone.
Alea Fina originates in the prestigious Rutherford Estate in Napa Valley, California. It symbolises "Intricate and Reverent" andis associated with the purple gemstone Alexandrite.
Bonterra Single Vineyard, a line from biodynamic winery Bonterra Organic Estates, includes wines The Roost, The Butler and The MacNab from Mendocino County, California. It is associated with the Emerald gemstone and represents the concepts of “Natural Wonder and Composure.”
Trivento Eolo Malbec, crafted from the century-old vines of the Eolo Vineyard in Argentina's historic Luján de Cuyo region, is combined with golden yellow Topaz, symbolising "Wisdom and Time."
In line with the key concepts of Excellence and Innovation, ViñaConcha y Toro's premiumization strategy continues advancing internationally. The wine company, one of the five largest on the globe, has decided to focus its luxury brands on Asia and the Middle East, unveiling the unprecedented "Jewels of the New World by Viña Conchay Toro” campaign during an extensive tour of eight destinations in this demanding and sophisticated market.
