Concha y Toro

Concha y Toro is a Chilean wine producer and international wine group headquartered in Santiago. Founded in 1883 by Melchor de Santiago Concha y Toro and his wife, Emiliana Subercaseaux, the winery began by importing Bordeaux grape varieties, including Cabernet Sauvignon, Sauvignon Blanc, Semillon, Merlot, and Carménère, for cultivation in Chile. Its origins are associated with prominent Chilean families, and descendants of the founding families remained connected with the company’s ownership, board, and management over subsequent generations. The company became a stock company in 1923 and began exporting wine to the Netherlands in 1933. During the middle of the twentieth century it expanded its vineyard holdings and adapted its production and commercial organization to serve growing domestic and overseas demand. Its portfolio developed across several price and quality tiers, allowing the group to sell accessible, mainstream, premium, and ultra-premium wines under distinct labels. Casillero del Diablo, introduced in 1966, became the company’s signature international brand. The label is associated with a cellar legend involving the supposed presence of the devil and has been used as a major platform for international marketing. Don Melchor, launched in 1987, became the company’s flagship ultra-premium Cabernet Sauvignon brand. Marques de Casa Concha is another internationally distributed premium line. The broader group has also included or developed brands and businesses such as Viña Maipo, Viña Cono Sur, Trivento Bodegas y Viñedos in Argentina, and Viña Almaviva, established through a partnership with Château Mouton Rothschild. Internationalization accelerated from the late twentieth century into the twenty-first century. The company introduced more advanced winemaking technology after partnering with U.S. importer Banfi Vintners in the 1980s, while also increasing the use of small French-oak barrels. It established a United Kingdom commercial and distribution office in 2001 and subsequently developed offices or operations serving numerous markets. In 2011 it acquired Fetzer Vineyards in the United States for a reported US$238 million, adding brands and vineyard businesses including Bonterra Vineyards, Five River Wines, Bel Arbor Winery, Jekel Vineyards, and Little Black Dress Wines. Concha y Toro’s production base extends beyond Chile. The company has vineyards in Chile, Argentina, and the United States, and the group has been described as one of Latin America’s largest wine producers and exporters. Its wines are distributed internationally, with the cited 2014 reference describing sales in more than 135 countries and annual volume above 33 million cases at that time. Its principal varieties include red grapes such as Cabernet Sauvignon, Merlot, and Carménère, and white varieties such as Chardonnay, Sauvignon Blanc, Semillon, and Gewürztraminer. The company has also used sports and media partnerships to build global recognition. In 2010 it signed a sponsorship agreement involving Manchester United, primarily through Casillero del Diablo. The company and related businesses have also been associated with Discovery Channel advertising, Major League Soccer sponsorship through Trivento, and a sponsorship agreement involving Inter Miami CF. Concha y Toro remains an active, publicly traded wine group with a portfolio spanning mass-premium through luxury offerings.

Concha y Toro was established in 1883 by Melchor de Santiago Concha y Toro and Emiliana Subercaseaux. The founders imported grape varieties from Bordeaux and planted them in Chile, including Cabernet Sauvignon, Sauvignon Blanc, Semillon, Merlot, and Carménère. The winery’s development was linked to influential nineteenth-century Chilean families, and members of the founding and related families continued to be associated with the company over time. The business was incorporated as a stock company in 1923. It began exporting wine in 1933, when an initial shipment was sent to Rotterdam in the Netherlands. From the 1950s onward, the company acquired additional vineyards and adjusted its production and commercial practices to address expanding demand and international market requirements. Its Pirque facilities in the Santiago Metropolitan Region retain historical references to the families and titles connected with the winery’s origins. The company’s modern brand architecture began to take shape in the second half of the twentieth century. Viña Maipo was acquired in 1968, while Casillero del Diablo was introduced in 1966 and became a central international label. Don Melchor, launched in 1987, extended the portfolio into ultra-premium wine. In the same period, a partnership with Banfi Vintners helped Concha y Toro adopt more advanced technology across production and increase its use of small French-oak barrels. The company’s shares began trading on the New York Stock Exchange in 1994, with that listing ending in 2018. The group expanded through new businesses and partnerships. Viña Cono Sur was created in 1993, Trivento Bodegas y Viñedos was established in Argentina in 1996, and a joint venture with Château Mouton Rothschild began producing Viña Almaviva in 1997. These developments broadened Concha y Toro from a Chile-focused winery into a multinational wine group with assets and brands in several countries. International commercial infrastructure expanded in the early twenty-first century. In 2001 the company opened a trade, logistics, and distribution office in the United Kingdom, followed by offices or market operations in countries including Brazil, Canada, China, the United States, Finland, Japan, Mexico, Norway, Singapore, South Africa, and Sweden. The 2011 acquisition of Fetzer Vineyards added a substantial U.S. platform and brands such as Bonterra Vineyards, Five River Wines, Bel Arbor Winery, Jekel Vineyards, and Little Black Dress Wines. Marketing became increasingly international as the company used sports and media properties to support brand awareness. A 2010 sponsorship agreement with Manchester United associated the club with Casillero del Diablo. The reference material also identifies Discovery Channel advertising and football sponsorship activity involving Trivento and Major League Soccer, as well as Inter Miami CF. By the period described in the cited company history, Concha y Toro had vineyards in Chile, Argentina, and the United States and distributed wines across a large global network. Its portfolio continued to combine high-volume international labels with premium and luxury wines such as Marques de Casa Concha and Don Melchor.

1. 2011Fetzer Vineyards acquired

   The company acquired Fetzer Vineyards in the United States and added several related wine businesses and brands.

   Source
2. 2010Manchester United sponsorship

   Concha y Toro signed a sponsorship agreement connecting Manchester United with Casillero del Diablo.

   Source
3. 2001United Kingdom distribution office opened

   The company opened a trade, logistics, and distribution office in the United Kingdom as part of its international expansion.

   Source
4. 1997Viña Almaviva joint venture begins

   Concha y Toro began a joint venture with Château Mouton Rothschild to produce Viña Almaviva.

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5. 1996Trivento established in Argentina

   Trivento Bodegas y Viñedos was founded in Argentina, extending the group’s regional production base.

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6. 1994New York Stock Exchange listing

   Shares of Viña Concha y Toro began trading on the New York Stock Exchange; the listing ended in 2018.

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7. 1993Viña Cono Sur created

   The group created Viña Cono Sur as part of its broader portfolio expansion.

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8. 1987Don Melchor launched

   Concha y Toro introduced Don Melchor, its first cited ultra-premium wine.

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9. 1968Viña Maipo acquired

   The company expanded its Chilean portfolio through the acquisition of Viña Maipo.

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10. 1966Casillero del Diablo introduced

    The company inaugurated the Casillero del Diablo brand, which later became its best-known international label.

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11. 1933First cited export shipment

    Concha y Toro began exporting wine to Rotterdam in the Netherlands.

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12. 1923Incorporation as a stock company

    The winery was incorporated as a stock company, and its shares continued to be traded on the Santiago Stock Exchange.

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13. 1883Founding of the winery

    Melchor de Santiago Concha y Toro and Emiliana Subercaseaux founded the winery and began establishing vineyards with Bordeaux grape varieties.

    Source

An international wine house covering mainstream, premium, and luxury price tiers, with Chilean heritage and a portfolio of globally marketed labels.

• Casillero del DiabloInternational wine brand1966

  Introduced in 1966, Casillero del Diablo is Concha y Toro’s signature internationally marketed wine brand. Its identity draws on a cellar legend about a supposed devil guarding the wine stocks. The range is associated with widely distributed varietal wines and serves as one of the group’s principal consumer-facing labels.

• Don MelchorUltra-premium red wine1987

  Launched in 1987, Don Melchor was Concha y Toro’s first cited ultra-premium wine. It is principally associated with Cabernet Sauvignon and represents the group’s luxury positioning, vineyard expertise, and use of premium winemaking techniques.

• Marques de Casa ConchaPremium wine range

  Marques de Casa Concha is a premium range named within the company’s internationally distributed portfolio. It provides a bridge between mainstream global brands and the group’s ultra-premium offerings, with wines made from varieties including Cabernet Sauvignon, Merlot, Carménère, Chardonnay, and Sauvignon Blanc.

• Viña AlmavivaLuxury wine joint venture1997

  Viña Almaviva was developed through a joint venture between Concha y Toro and Château Mouton Rothschild beginning in 1997. The project extended the company’s presence into the high-end Bordeaux-influenced wine segment.

• Fetzer Vineyards portfolioUnited States wine portfolio

  The Fetzer acquisition brought a group of U.S. wine businesses and labels into Concha y Toro, including Bonterra Vineyards, Five River Wines, Bel Arbor Winery, Jekel Vineyards, and Little Black Dress Wines.

• 2010Manchester United partnership

  United Kingdom · International

  Concha y Toro used a sponsorship agreement with Manchester United to promote Casillero del Diablo through the global reach of the football club. The partnership linked the brand’s devil imagery and distinctive seal with Manchester United’s international audience.

  Outcome. The relationship was described in the reference material as an extensive and successful partnership.

  Source
• Discovery Channel advertising

  International

  The company has used advertising on Discovery Channel as part of its international media activity.

  Source
• Football sponsorship through Trivento

  United States · International

  Trivento, the group’s Argentine subsidiary, has been associated with sponsorship activity in Major League Soccer and with Inter Miami CF.

  Source

• 2011Acquisition of Fetzer VineyardsM&A

  Concha y Toro sought to strengthen its position in the United States and add established American wine brands to its portfolio.

  What changed. It acquired Fetzer Vineyards and related businesses for a reported US$238 million.

  Aftermath. The acquisition added U.S. vineyards and brands including Bonterra Vineyards, Five River Wines, Bel Arbor Winery, Jekel Vineyards, and Little Black Dress Wines.

  Acquisition price. US$238 million (2011 transaction)

  Source
• 2001International distribution expansionStrategy

  The company was moving from export-led growth toward a more direct international commercial and logistics network.

  What changed. It opened a trade, logistics, and distribution office in the United Kingdom and later established offices or operations in additional markets.

  Aftermath. The group developed a broader multinational route to market for its portfolio.

  Source
• 1997Viña Almaviva joint ventureM&A

  The company was expanding into higher-end international wine projects and sought a partnership with a major Bordeaux house.

  What changed. It began a joint venture with Château Mouton Rothschild to produce Viña Almaviva.

  Aftermath. The partnership broadened Concha y Toro’s luxury-wine portfolio.

  Source
• 1987Creation of the Don Melchor ultra-premium lineProduct launch

  Concha y Toro sought to extend its portfolio beyond high-volume and mainstream wines.

  What changed. It launched Don Melchor as its first cited ultra-premium wine.

  Aftermath. Don Melchor became a flagship luxury offering associated with the company’s premium winemaking credentials.

  Source
• 1966Launch of Casillero del DiabloProduct launch

  The company was developing branded wine lines that could support broader commercial distribution.

  What changed. It introduced Casillero del Diablo as a distinct branded wine range.

  Aftermath. The label became one of Concha y Toro’s best-known international brands.

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• 2011Concha y Toro acquires Fetzer Vineyards

  The company acquired Fetzer Vineyards in the United States in a transaction reported at US$238 million, adding several wine brands and vineyard businesses to its group.

  M&A
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• 2011Concha y Toro receives repeated international wine-brand recognition

  The company and its brands received repeated recognition in wine-industry rankings, including World's Most Admired Wine Brand and Americas Most Admired Wine Brand distinctions cited in the reference material.

  Other
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• 2010Concha y Toro signs Manchester United sponsorship agreement

  Concha y Toro entered a sponsorship relationship with Manchester United, principally connecting the football club with the Casillero del Diablo brand.

  Campaign
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1. Concha y Toro
2. Concha y Toro official website