Viña Concha Y Toro shines bright with its new ‘JEWELS’ concept: A trailblazing platform that redefines fine wine in Asia & the Middle East

CONTENT: Yiew Kai Jie

Known for being the leading wine producer in Latin America, Viña Concha Y Toro (VCT), has introduced a brand new concept called Jewels of the New World (JEWELS) to carve a path for its future strategy in Asia and the Middle East. Backed by extensive research, JEWELS seeks to inspire luxury consumers in key consumer markets like China, South Korea, Japan, Thailand, Singapore, and the UAE through a comprehensive long-term marketing program.

The JEWELS concept features an exquisite selection of Fine Wine brands carefully sourced from exceptional terroirs in Chile, Argentina, and California, catering exclusively to those with a more refined palate. Each wine is thoughtfully paired with a precious gem indigenous to the Americas, illuminating the essence of authenticity, rarity, history, and artistry behind them. This exceptional concept proudly showcases a distinguished collection of nine renowned wine brands, including Alea Fina, Bonterra Biodynamics, Amelia, Carmin de Peumo, Concha Y Toro Master Edition, Gravas, Marques de Casa Concha Heritage, Terrunyo from Chile, and Trivento Eolo from Argentina.

Unveiled at an immersive launch event held in Singapore in May 2023, the groundbreaking initiative aims to attract discerning wine enthusiasts to its Fine Wine segment, driving category growth and delivering value for valued partners and clients alike. The event transformed the high-security Le Freeport storage facility into a captivating world adorned with precious gemstones- creating an atmosphere of wonder and delight. The evening featured theatrical storytelling that brought the JEWELS concept to life, with each Fine Wine paired with a New World-inspired culinary dish. Guy Nussey, VCT Regional Director for APAC and the Middle East, assumed the role of a gemologist, narrating the multisensory story behind each jewel.

Guests at the event had the rare privilege of being the first few to taste the newly released 2021 vintage Don Melchor, the 35th vintage of this iconic wine, which received 99 points from James Suckling. A private Don Melchor vault showcased the unique Puente Alto terroir and the storied history of Chile’s pioneering father of fine wines. The wine is characterized by its tremendous aromatic complexity, red fruit and small berries, and notes of violet flowers. It offers an expansive profile with a velvety-smooth texture and a long, expressive finish, embodying the elegance and concentration typical of Puente Alto, Chile.

The JEWELS collection will be available for purchase online locally on Vivino. VCT will be supporting the launch of JEWELS with a comprehensive program designed to raise consumer awareness and engagement about fine wines. With a strong digital focus, the initiative will include a dedicated CRM platform, captivating visuals, and engaging social media content. High-end luxury events and experiences complement impactful on-trade, off-trade, and PR tools to drive sales across all channels. Additionally, an ongoing partnership program and seasonal activities will sustain long-term momentum for this concept.