The three origins of Viña Concha y Toro (Chile, Argentina and the United States) were present for the first time at the International Tax Free World Association Asia Pacific fair that took place in Singapore from May 12 to 16. During the different days the company – member of the association – developed partnerships to capitalize on the rapid increase of South American wines in Asia Pacific and presented its portfolio of wine brands – through a corporate stand – in more than 11,000 m2 of space that the event destines to regional and global brands.
The event received 1,200 visitors and 300 exhibitors who discussed the current climate for business in Asia, new developments in retail and customer participation, and the ways in which travel retailers can help ensure a future sustainable, for brands and for the environment.
Innovation was in Casillero del Diablo´hands, the brand exhibited its exclusive travel route of Cabernet Sauvignon that is available in Duty Free and consists of three bottles of three valleys of Chilean wines: Maule, Rapel and Maipo. The exclusive launch was supported by a marketing launch platform and the exhibition delegates played at the Cabernet Sauvignon Route interactive game stand.
Diego Baeza, director of Global Travel Retail & Duty Free, Viña Concha y Toro, said: “In Asia, in particular, our exceptional wines have had a sustained national success, and we are looking to optimize the power of our brand in the region with solutions creatively adapted to the environment of travel retailers. Exhibiting at TFWA Asia Pacific this year is another step in our development and participation within the channel”.