Forming part of the Branding Hall of Fame Chile, a select group which Concha y Toro has belonged to since 2011, is a major distinction which acknowledges the strength of companies’ brands. The companies that are invited to join the Hall of Fame are those whose brands have achieved outstanding and sustained success and leadership in their respective markets as a consequence of the systematic application of marketing concepts and techniques.
In 20016, a new distinction celebrating the “Great Chilean Brands” based on their international relevance was incorporated. This accolade highlights brands that have internationalized their presence in various countries, gaining notoriety and relevance in those markets and obtaining sustained international recognition in their respective categories.
This year, a nomination committee composed of the marketing managers of brands which form part of the Hall of Fame has selected Concha y Toro as the winner of this category.
“Viña Concha y Toro has been building and positioning the Concha y Toro brand in the domestic and overseas market through a strategy based on two pillars: the quality of its wines and a focus on exports. From 2000 onwards, it has aimed to position the brand globally with the development of a comprehensive wine portfolio, where the Concha y Toro brand endorses and promotes the development of sub-brands. The company is currently aiming to convert the brand into a strong brand with a premium focus, oriented towards consumers, and this recognition will strengthen its efforts in that direction,” said Viña Concha y Toro’s marketing manager Isabel Guilisasti.