Marcelo Papa takes Viña Amelia to new heights in Asia with successful China tour

With the goal of strengthening Viña Amelia’s international positioning in key Asian markets, its Technical Director, Marcelo Papa, led an exclusive agenda of activities in China —one of the destinations on his tour across the Asian continent.

Over an intensive four-day tour between Shanghai and Hangzhou, Marcelo Papa officially introduced Viña Amelia —an independent subsidiary of Concha y Toro and the first winery in South America dedicated exclusively to the production of premium Chardonnay and Pinot Noir— reinforcing the presence of its portfolio in a strategic market of great relevance for the company.

One of the key highlights was an exclusive masterclass for 35 leading sommeliers from Shanghai’s top restaurants and hotels, including St. Regis Bund, Shangri-La Pudong, Ritz Carlton Pudong, Hakkasan, and 67 Pall Mall. During this session, the Viña Amelia project was presented in depth through a guided tasting of Amelia Quebrada Seca Chardonnay and Amelia Quebrada Seca Pinot Noir, highlighting the unique character of the Limarí Valley —especially the Quebrada Seca vineyard— as an extreme and world-class origin for these varieties.

The agenda continued with a series of high-end gastronomic experiences, designed to connect the portfolio with the luxury and fine dining segment. These gatherings brought together key distributors, specialized media, and Key Opinion Leaders (KOLs), alongside influential figures from the luxury lifestyle segment in the Asian market. Among them, Lu Yang, China’s first Master Sommelier; Sophie Liu, renowned educator and Key Opinion Leader in the wine world; and Xi Bei, writer and influential figure in the industry.

The activities were held in collaboration with acclaimed and award-winning restaurants such as Hangzhou House (Lan Xuan), a Michelin-starred establishment and benchmark for traditional Chinese cuisine, and La Bourriche 133, an innovative Shanghai restaurant featured on the prestigious Asia’s 50 Best Restaurants 2026 list, where Marcelo Papa shared a lunch with chef Li Jiawei —who recently visited Chile to experience our wines firsthand. At each occasion, specially designed menus were crafted to showcase the elegance, precision, and expression of Viña Amelia’s wines.

On the media front, the tour included two high-impact interviews: the first with Huang Qing Qing, a renowned gastronomic consultant and F&B KOL, with video content to be released on Red (Xiaohongshu), one of China’s most influential platforms. The second, with WBO (Wine Business Observer), the sector’s leading specialized media outlet. In both instances, Marcelo Papa shared the vision and the project behind Viña Amelia and its world-class winemaking proposition.

This tour strengthened the positioning of Viña Amelia as an independent subsidiary within the Concha y Toro group before highly specialized audiences in the Asian market —sommeliers, media, KOLs, and strategic clients— while continuing to convey the exceptional nature of an extreme origin in northern Chile capable of producing world-class Chardonnay and Pinot Noir. A unique opportunity to consolidate Viña Amelia’s presence in one of the most dynamic and demanding markets in the world.