Concha y Toro

Viña Concha y Toro S.A.

Company type	Sociedad Anónima
Traded as	BCS: CONCHATORO
Industry	Beverage
Founded	1883 (140–141 years ago)
Headquarters	Santiago, Chile
Key people	Alfonso Larraín Santa Maria (Chairman) Eduardo Guilisasti Gana (CEO) Don Melchor de Santiago Concha y Toro (Creator)
Products	Wine
Revenue	US$ 965.68 million (2017)
Net income	US$ 74.36 million (2017)
Number of employees	3,596
Website	conchaytoro.com

Concha y Toro is the largest producer and exporter of wines from Latin America and one of the ten largest wine companies in the world,^[1] with more than 33 million cases sold per year in 2014,^[2] distributed in 135 countries.^[3] Concha y Toro Winery is located in Santiago de Chile, but the company has vineyards in Chile, Argentina and the United States, with more than 10,000 hectares under cultivation in 2016. Their Casillero del Diablo and Don Melchor wines have international recognition. As of 2010 the company is one of the official sponsors of the English football club Manchester United F. C.^[4]

History

19th century

Concha y Toro House, in Pirque.

The Concha y Toro Vineyard was founded by Don Melchor de Santiago Concha y Toro, ex-Minister of Finance, and his wife, Emiliana Subercaseaux, in 1883.^[5] To start the winery, he brought grape varieties from the Bordeaux region in France: Cabernet Sauvignon, Sauvignon Blanc, Semillon, Merlot, and Carménère.

Concha y Toro's connections to Chilean nobility and aristocracy are not merely historical. Currently the Vina Concha y Toro continues in the sphere of the Marquesado de Casa Concha, and is additionally controlled by the Guilisasti and Larraín families. The directors currently include the present Marquess of Casa Concha, Chilean diplomat and ambassador Mariano Fontecilla de Santiago-Concha, great-grandson of the founder.^[6] In 1999, the company's president Alfonso Larraín Santa María claimed the title of Marquess of Larraín in Spain. His mother, the current Marchioness, gave Larraín the power to claim the title.^[7]

Vineyards and factories of Concha y Toro in Pirque, Santiago Metropolitan Region, are connected by roads with names such as Marqués de Casa Concha or Conde de la Conquista, titles connected to the history of the company.

Nobility connections

• 
  Shield of the Marquesado de Casa Concha, per the founder and current director.^[6]
• 
  Shield of Marquesado de Larraín, in connection with the current president of Concha y Toro.^[6]
• 
  Shield of Rothschild Family, per the joint venture in the subsidiary Viña Almaviva foundation.^[5]

20th century: expansion

The vineyard was incorporated as a stock company in 1923 and shares continue to be sold in the Santiago Stock Exchange.^[5] Concha y Toro began exporting wine in March 1933 to the port of Rotterdam, the Netherlands. In 1950, the winery began to acquire more vineyards and also began the process of adapting its business to new markets and meeting a higher demand.

In 1966, the Casillero del Diablo brand, the company's hallmark, was inaugurated, and in 1987 the company's first ultra-premium wine, Don Melchor, was launched.^[5] In the late 1960s the company began to expand: Viña Maipo was acquired in 1968; Viña Cono Sur created in 1993; Trivento Bodegas in Argentina founded in 1996; a joint venture with Château Mouton Rothschild for the production of Viña Almaviva began in 1997, among others.^[5]

In 1971, Eduardo Guilisasti Tagle became chairman of the board, who succeeded in expanding the company. In 1987, after partnering with U.S. importer Banfi Vintners, the company started to incorporate more advanced technology in all of its production stages. It also started using small French oak barriques. In 1994, shares of Viña Concha started trading on the New York Stock Exchange,^[5] until his cessation in 2018.^[8]

21st century: globalization

At the beginning of the 21st century, the company internationalized operations: in 2001 opened a trade, logistics and distribution office in United Kingdom, and then offices in other 11 countries: Brazil, Canada, China, United States, Finland, Japan, Mexico, Norway, Singapore, South Africa and Sweden, which would join the existing offices in Chile and Argentina.^[9] In 2010 a sponsorship agreement was signed with the English club Manchester United F.C. In this respect, Manchester United 2020 sponsorship director, Sean Jefferson, said: "Manchester United's relationship with Casillero del Diablo has been one of the most extensive and successful partnerships we ever had. The synergy between the two brands have led to a natural alliance", especially due to equivalence of their symbols and distinctive seals.^[4]

In 2011 Concha y Toro bought in United States Fetzer Vineyards, for a value of US$238 million.^[10] The transaction included the buy of various Fetzer subsidiaries vineyards, such as Bonterra Vineyards, Five River Wines, Bel Arbor Winery, Jekel Vineyards, and Little Black Dress Wines, which became property of Concha y Toro.^[11]

More recently Concha y Toro has advertising campaigns in Discovery Channel, and subsidiary Trivento Vineyards is sponsorship in the Major League Soccer, and has reached sponsorship agreements with football club Inter Miami CF.^[12]

Grape varieties

Concha y Toro produces several varietals:

• White: Chardonnay, Sauvignon blanc, Semillon, Gewürztraminer.
• Red: Cabernet Sauvignon, Merlot, Carménère

Filial vineyards

Dependents and filial vineyards

Chile Multiple valleys: Viña Maipo, acquired in 1968.[5] Viña Cono Sur, founded in 1993.[5] Maipo Valley: Viña Don Melchor. Viña Almaviva, founded in 1997.[5] Viña Pirque. Viña Santa Isabel. Viña El Mariscal. Viña San Adolfo. Viña Lo Mackenna. Maule Valley: Viña Rauco. Viña Lontué. Viña San Clemente. Viña Curicó. Cachapoal Valley: Viña Casillero del Diablo. Viña Peumo. Viña Rucahue. Viña Idahue. Viña Las Pataguas. Viña Ucúquer. Colchagua Valley: Viña Palo Santo. Viña La Puerta. Viña Las Mercedes. Viña Chomedahue. Viña Agua Santa. Viña El Estero. Casablanca Valley: Viña El Triángulo. Viña Lo Ovalle. Viña Los Perales. Curicó Valley: Viña Rauco. Viña San Ignacio. Viña San Manuel. Viña Yungay. Limarí Valley: Maycas del Limarí, acquired in 2005.[5] Viña Nueva Aurora. Viña Los Acacios. Viña San Julián. Viña El Trapiche Limarí. Viña Lachica. Argentina Mendoza: Viña Trivento, founded in 1996.[5] Finca La Chamiza, founded in 2003.[13] United States California: Fetzer Vineyards, acquired in 2011.[10] Bonterra Vineyards, acquired in 2011.[11] Five River Wines, acquired in 2011.[11] Bel Arbor Winery, acquired in 2011.[11] Jekel Vineyards, acquired in 2011.[11] Coldwater Creek Wines. Sanctuary Wines. Little Black Dress Wines, acquired in 2011.[11]

Logistics centers

Commercial offices and logistics centers[9]

The Americas Chile: VCT Chile. Argentina: Trivento Bodegas y Viñedos. Brazil: VCT Brazil. Canada: Concha y Toro Canada. United States: Excelsior Wines. Mexico: VCT & DG México. Europe Finland: VCT Finland. Norway: VCT Norway. Sweden: VCT Sweden. United Kingdom: Concha y Toro UK. Africa y Middle East South Africa: VCT Africa & Middle East. Asia China: Gan Lu Wine Trading. Japan: VCT Japan. Singapore: VCT Asia.

Trademarks

Trademarks
Casillero del Diablo. Don Melchor. Amelia. Carmín de Peumo. Frontera. Gran Reserva Serie Riberas. Gravas del Biobío. Gravas del Maipo. Marqués de Casa Concha. Sunrise. Terrunyo. Trío.
Image: Casillero del Diablo, one of the main brands of Concha y Toro.

Awards and honours

• The World's Most Admired Wine Brand, in 2011, 2012 and 2013;^[14] second place in 2014, 2017 and 2018,^[15][16] according Drink International.
• The Americas Most Admired Wine Brand, between 2011 and 2019, according Drink International.^{[14][15][16][3][17]}
• The World's Most Powerful Wine Brand, in 2014 and 2015, according to Intangible Business.^[18]
• One of the only three wineries to be included in the top 100 of the best wineries in the world without interruption, according to Wine & Spirits Magazine.^[19]
• Best International Drink Company of the year, in 2015 and 2016, awarded by the Drinks Business Awards.^[2][19][20]
• Casillero del Diablo, Second Most Powerful Wine Brand in the World, in 2018, 2019 and 2020, according to Wine Intelligence.^[4]

References

1. Battle of the Brands: The Triumph of Chile's Concha y Toro?. University of Pennsylvania, 30 November 2011. Retrieved 21 September 2020.
2. Drinks Business Awards 2015. The Drink Business, 29 July 2015. Retriewed 21 September 2020.
3. Report: The World's Most Admired Wine Brands 2012, and bulletin: Drinks International launches World's Most Admired Wine Brands 2012. Drinks International, 12 April 2012. Retrieved 20 September 2020.
4. Vino chileno es reconocido por tercera vez como la segunda marca de vino más poderosa del mundo. El Mostrador, 12 March 2020. Retriewed 21 September 2020.
5. "Historia de Concha y Toro". Concha y Toro. Archived from the original on August 13, 2020. Retrieved September 21, 2020.
6. Gobierno Corporativo^{[permanent dead link‍]}. Concha y Toro. Retriewed 21 September 2020.
7. Boletín Oficial del Estado, núm. 158 de 3 de julio de 1999, páginas 9431 a 9431, The Spanish Official Gazette. Retrieved 18 February 2010.
8. "Concha y Toro announces voluntary delisting of American Depositary Receipts from the New York Stock Exchange". Yahoo Finance. June 21, 2018. Retrieved December 21, 2019.
9. Subsidiarias de Concha y Toro^{[permanent dead link‍]}. Concha y Toro. Retriewed 21 September 2020.
10. Hopland's Fetzer Vineyards Sold For $238 Million. Anderson Valley Advertiser, 1 March 2011. Retriewed 21 September 2020.
11. Concha y Toro Buying Fetzer for $ 238 Million. Winespectator, 2 March 2011. Retriewed 21 September 2020.
12. Recientes movimientos de viñas chilenas en mercados internacionales. La Tercera, 15 September 2020. Retriewed 22 September 2020.
13. Magdalena Viani de Finca La Chamiza Archived September 26, 2020, at the Wayback Machine, Bonvivir, 25 January 2019. Retriewed 21 September 2020.
14. The World's Most Admired Wine Brands 2013. Drinks International. Retrieved 20 September 2020.
15. The World's Most Admired Wine Brands 2017. Drinks International. Retrieved 20 September 2020.
16. The World's Most Admired Wine Brands 2018. The Octopus Group, 1 April 2018. Retrieved 20 September 2020.
17. The World's Most Admired Wine Brands 2015. Drinks International. Retrieved 20 September 2020.
18. Concha y Toro retains leadership as World's Most Powerful Wine Brand. Wine Business, 2 July 2015. Retriewed 21 September 2020.
19. Concha y Toro, Distinguished as Winery of the Year by Wine & Spirits. Wine Business, 13 October 2015. Retriewed 21 September 2020.
20. The Drinks Business Awards 2017. The Drink Business, 23 February 2017. Retriewed 21 September 2020.

External links

• https://conchaytoro.com/en/
• http://www.casillerodeldiablo.com/
• http://www.fronterawines.com/