Chile’s Concha y Toro: Successfully Selling ‘New World’ Wine Globally



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Introduction

In 2013, for the third year in succession, Chile-based Vina Concha y Toro (Concha) was awarded the first place in ‘The World’s Most Admired Wines’ survey conducted by Drinks International. The same survey placed the company’s ‘Cono Sur’ 18th while its ‘Fetzer’ brand was placed 36th on the list.

Eduardo Guilisasti, CEO of Concha, said, “A distinction of this kind shows the prestige and great image that the brand has reached at the global level, which is a reflection of years of work building the brand with a portfolio of exceptional wines..........

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This fills us with pride and commits us to continue progressing in the direction we have given to the winery, which seeks to strengthen our position in the premium segment and higher-value categories.” Concha was also recognized as one of the “Top 100 Wineries of the Year 2013” by the prestigious US magazine, Wine & Spirits . With 19 nominations for ‘Winery of the Year’, the company became one of three wineries that led the global ranking, the ‘Hall of Fame’. ........

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