The Centro del Vino Concha y Toro celebrates one year of promoting and supporting wine tourism

With an offering that brings together heritage, art, architecture, gastronomy, and immersive wine experiences, this innovative destination has established itself as a platform that celebrates Chile’s winemaking heritage, becoming one of Santiago’s must-visit attractions.

One year after its inauguration, Centro del Vino Concha y Toro has become one of Chile’s most significant cultural and tourism destinations, setting a new benchmark for wine tourism in Latin America. Located in Pirque, the venue offers a contemporary way to discover Chilean wine through heritage, art, landscape, and highly immersive sensory experiences that connect visitors with the country’s identity and culture.

Opened in July 2025 as part of Viña Concha y Toro‘s strategy to strengthen Chile’s position on the global wine tourism stage, the project has welcomed high-profile visitors including Dua Lipa, Bad Bunny, Aurora, HYDE, Zeta Bosio, and many others. It has also become a platform for showcasing Chilean cultural expressions through fresh and contemporary perspectives.

“We are deeply grateful for these first months of operation. From the very beginning, we envisioned Centro del Vino as much more than a wine tourism experience -it is a space designed to bring people closer to wine through heritage, art, architecture, and the stories that shape Chile’s cultural identity. Our purpose has been to connect with today’s travelers, who seek authentic and meaningful experiences, while also creating a place where culture, territory, and future generations can come together,” said Isabel Guilisasti, Vice President of Fine Wines and Corporate Image at Viña Concha y Toro.

Spanning more than 12,000 square meters, Centro del Vino offers an immersive journey into the origins of Chilean wine through a museum experience that combines audiovisual installations, historical artifacts, and multisensory exhibits. One of its signature attractions is The Origin of a Legend, an experience culminating in the historic underground Casillero del Diablo cellar, where one of Chilean wine’s most iconic stories comes to life.

The experience also includes heritage spaces, a walk through Pirque’s century-old park, and the surroundings of the historic Casa Don Melchor, along with the recently inaugurated Concha y Toro Lookout, a landscape architecture project designed by Juan Grimm. The amphitheater-style viewpoint offers sweeping views over the vineyards while inviting visitors to connect with the surrounding landscape and territory.

Beyond its wine tourism offering, Centro del Vino has become, throughout its first year, a platform for bringing Chilean heritage, art, and culture to diverse audiences, integrating new ways of interpreting wine through a contemporary, sensory, and deeply origin-driven perspective.

Global Recognition and Commitment to Sustainability

Centro del Vino stands out not only for its innovative concept but also for its commitment to sustainability. Since 2022, it has held the Preferred by Nature Sustainable Tourism Certification, achieving five consecutive years of compliance.

In 2024, the Casillero del Diablo Night Experience was recognized as Chile’s Best Wine Tourism Experience. That same year, Viña Concha y Toro reached another milestone by becoming the first Chilean company to establish a Safe Conservation Site (SSC) in partnership with the Royal Botanic Garden Edinburgh and Fundación Chilco.

In 2025, The Origin of a Legend received first place in the Environment and Space Design | Exhibitions and Museography category at the Chile Design Awards.

This year, Centro del Vino was nominated in the “South America’s Leading Tourism Winery 2026” category at the World Travel Awards 2026, one of the travel and tourism industry’s most prestigious global recognitions. Those wishing to vote for Centro del Vino may do so until August 28.

Today, Centro del Vino Concha y Toro continues to establish itself as a destination where wine, heritage, landscape, and culture converge, redefining the Chilean wine tourism experience while strengthening Chile’s position on the international stage.

For more information and reservations at Centro del Vino: https://enoturismo.conchaytoro.com/en/