Wine producer Viña Concha y Toro (Concha y Toro) is embarking on a strategic move into the travel retail channel, with a particular focus on Asia Pacific, the brand announced today.
The company said it plans to launch key brands from its portfolio throughout the region, supported by “dynamic marketing campaigns tailored for the channel.”
Concha y Toro is the largest producer of wines from Latin America. Its portfolio comprises over 160 diverse brands. These include Casillero del Diablo, a Chilean brand ranked second in the 2018 Global Wine Brand Power Index by Wine Intelligence; 1000 Stories, a premium Californian wine aged in bourbon casks; and Don Melchor, a critically acclaimed Cabernet Sauvignon from Chile.
Concha y Toro has already seen “sustained success” in the Asia Pacific region at domestic level, where the company said it has “spearheaded the rapid rise of South American wines.” In the last three years the group has reported growth in premium wine sales of +50% in China, Japan and Korea. Sales of Casilllero del Diablo, its flagship brand, have risen by over +90% in the same period, said the company.
Concha y Toro Regional Director Asia Pacific Guy Nussey commented: “Asia has arguably become the most dynamic and exciting premium wine market in the world, and one in which we have made major investments over the last few years. The region currently represents over 15% of Concha y Toro wine exports.
“Given the strong brand awareness we have built domestically within the region, we are now looking to mirror this success in the thriving travel retail channel, where we see significant untapped growth opportunities.
“Concha y Toro is perfectly placed to step up and help travel retailers build the South American wine category; which according to our research is significantly underrepresented in Asia Pacific travel retail at present.”
Note: Concha y Toro Regional Director Asia Pacific Guy Nussey can be contacted at guy.nussey@vctwinegroup.com.sg
