While in Asia to participate in Vinexpo Asia 2024, 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.” 

Viña Concha y Toro’s premiumization strategy continues advancing internationally. The company has decided to focus its luxury brands on Asia and the Middle East, unveiling the unprecedented “Jewels of the New World by Viña Concha y Toro” campaign during an extensive tour of eight destinations in this demanding and sophisticated market. 

“Jewels of the New World” features a selection of nine luxury brands from the company’s best terroirs in three different origins. Regarding the 2024 campaign, and as representatives of the Chilean origin, the company’s subsidiary Concha y Toro brought Carmín de Peumo 2019, Gravas del Maipo (Cabernet Sauvignon 2020 and Syrah 2019), The Master 2020, Marques de Casa Concha Heritage 2020, Amelia (Chardonnay 2022 and Pinot Noir 2022), and Terrunyo (Sauvignon Blanc 2021, Carmenere 2022 and Cabernet Sauvignon 2019). 

Isabel Guilisasti Gana, Vice President of Fine Wines and head of the company’s luxury brands division, is the individual behind this 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 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 luxury segment sales by value, led by China, Singapore and South Korea. 

Guy Nussey, the group’s regional director in Asia Pacific, explains that the first country to launch the “Jewels of the New World” collection was Singapore (where he is also based), in May 2023, followed by Japan, South Korea and China in early 2024. The campaign 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.” says Guy Nussey. 

During this latest tour in May, winemaker Isabel Mitarakis Guilisasti, who is in charge of promoting these luxury brands in Asia, presented “Jewels of the New World by Viña Concha y Toro” in Dubai (UAE), Bangkok (Thailand), Ho Chi Minh City (Vietnam) and Hong Kong. 

In the Middle East and Southeast Asia, the winemaker conducted several masterclass tastings for distributors, members of the press, master sommeliers and consumers in each of these markets, as well as delivering sales force training and meeting with key customers and potential buyers. 

To conclude the tour, as part of Viña Concha y Toro’s participation in Vinexpo Asia 2024, the company held an exclusive event at the Murray Hotel in Hong Kong that brought together in one place distributors, press and industry representatives from the different markets, who were invited to experience an exclusive masterclass, followed by an immersive four-course wine pairing experience, with wine flights with each course, allowing the guests to compare and contrast these exceptional wines with each dish. 

“I had the chance to present these nine wines from the company’s best terroirs. These vineyards and their distinctive appellations, as well as their oenological consistency and the high honours they have all obtained, underpin the quality of these emblematic New World wines.” comments Isabel Mitarakis. 

 “Jewels of the New World” 

With the invitation to “Discover Rarity,” “Jewels of the New World” introduced a new concept that pairs premium wines—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. 

Wines and their gemstones 

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 the Quinta de Maipo Vineyard (D.O. Buin). This brand is identified with the sky-blue Aquamarine gemstone to express “Magnificence and Harmony.” 

The Master comes 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 Concha Heritage 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.