The brand moved up one place from last year to ninth position.
Concha y Toro, the Chilean producer of brands such as Casillero del Diablo, Marques de Casa Concha and Diablo, was ranked among the 10 most valuable wine brands in the world, according to the prestigious Brand Finance ranking.
The annual Brand Finance Alcoholic Drinks 2023 report bases its analysis on the strongest and most valuable brands, placing emphasis on the business strategy behind them and, thus, perceiving their long-term value.
According to the ranking world leader in brand valuation, the value of the Concha y Toro brand is US$368 million, with a 16% growth compared to the 2022 measurement. In this way, the company ranked ninth in the wine industry, improving one position compared to the previous version.
This position is a recognition of the holding company’s corporate strategy. “We are a consumer-centric company that seeks to transform every glass of wine and every encounter around the world into a memorable experience,” said Eduardo Guilisasti, CEO of the company.
“The quality of our offer as well as the premiumisation of our portfolio has been fundamental to fulfil our purpose. However, it is not the only thing, it is also the work originated in our own Research and Innovation Centre from where all the initiatives that allow us to think about transcending are born. The ambitious sustainability agenda is also very relevant, from the vineyard, through the operation to the final product,” he added.
The methodology uses a measure of brand strength, as well as perceptions of brand sustainability.