Issuu on Google+

FOCUS ON

NUMBER 12 / JULY 2008


FOCUS ON

For the third consecutive year:

Wine Spectator awards Don Melchor 2005 96 points

Concha y Toro among the worldʼs most powerful wine brands According to a report by British consultancy firm Intangible Business, Concha y Toro is again ranked number 3 in the global wine industry and moves forward to number 21 in the top 100 wine & spirits ranking.

WINE SPECTATOR awarded an outstanding score to Don Melchor, Concha y Toro’s flagship wine. Its 2005 vintage was reviewed and granted 96 points in the American magazine’s June 2008 issue. The story showcases a selection of exciting New and Old World wines, including classic bottlings from France, Australia and Chile.

CONCHA Y TORO is listed among the ten most powerful wine brands in the world for the third year in a row. Concha y Toro ranked number 3 in the report “The Power 100, 2008”, published yearly by British consultancy firm Intangible Business. In the report, which appeared in several international media, the top 10 wine brands ranking was headed by Gallo, from the U.S.A. Another 5 brands were also North American, three were from Australia and Concha y Toro was the only brand from Latin America. Concha y Toro was listed as the 3rd most powerful wine brand, following Gallo (1st place) and Hardy’s (2 nd place). The Company was also ranked number 21 in the Top100 most powerful brands in the wine & spirits industry. The report’s thorough valuation methodology considers brand strength perception and financial performance. A panel of industry experts delivers scores for several different categories. These scores are combined with volume growth and market share to create a table with the most powerful wine and spirits brands in the world. The categories were: s-ARKETSHARE s"RANDGROWTH s0RICEPOSITIONING s-ARKETSCOPE Other factors also taken into consideration, although to a lesser degree, were brand awareness, relevancy, heritage and perception. Nearly 10,000 of the most important brands in the wine and spirits industry were tested by a panel of 10 global industry experts. The result was a list of the 100 most powerful brands of the wine and spirits industry. Each brand was given a grade for each of the criteria used to obtain the final score.

2

The prestigious US publication praised Concha y Toroʼs icon wine once again.

RANKING

BRAND

COUNTRY

TOTAL SCORE

1

GALLO

EEUU

17.0%

2

HARDYʼS

EEUU

16.2%

3

CONCHA Y TORO

CHILE

14.6%

4

ROBERT MONDAVI

EEUU

8.6%

5

YELLOWTAIL

AUSTRALIA

8.2%

6

BERINGERʼS

EEUU

7.6%

7

JACOBS CREEK

AUSTRALIA

7.0%

8

SUTTER HOME

EEUU

6.0%

9

LINDEMANS

AUSTRALIA

5.1%

10

BLOSSOM HILL

EEUU

4.7%

still very tight, but the tannins that lead the way now are sleek and refined, and should easily meld into the huge core of roasted chestnut, black currant paste, warm fig and tar. Has a long, coffee -and loam- tinged finish. Best from 2009 through 2019.”

Wine Spectator is one of the most influential journals among US wine lovers and consumers, and this is the second time it honors Don Melchor with such a high score. In 2006, vintage 2003 of the same label merited the same acknowledgment. In due course, it was included in the 4th position of the Top 100 Wines of the Year.

Don Melchor was the first ultra premium wine in the history of Chilean oenology, and is the only one with a track record of 19 vintages, all of them recipients of international awards and commending reviews. The first -1987- vintage was released to the market in 1989. Don Melchor debuted as the first Chilean world-class wine and it contributed to position Chile as a producer of quality labels.

Wine critic James Molesworth -who covers wines from Chile, Argentina, South Africa, and the Loire and Rhône valleys- tasted and reviewed Don Melchor in the following terms: “This is

This recognition, presented by a very relevant international wine publication, is a tribute to Concha y Toro’s commitment to quality and consistency in all its wines.

DON MELCHOR RECOGNITIONS 2000

94 points

Wine Spectator Top 100 N° 26

December 2004

2001

95 points

Wine Spectator Top 100 N° 4

December 2005

2002

92 points

Wine Spectator

December 2005

2003

96 points

Wine Spectator Top 100 N° 4

December 2006

2004

93 points

Wine Spectator

July 2007

2005

96 points

Wine Spectator

June 2008

3


FOCUS ON

Rafael Guilisasti,

New President of International Wine & Spirit Competition RAFAEL GUILISASTI, Viña Concha y Toro Director and Vice Chairman, was recently designated President of International Wine & Spirit Competition (IWSC). This wine contest was created in 1969 with the goal of promoting the world’s best wines and communicating these products’ quality and excellence. The strenuous selection process that bottlings have to go through just to participate includes two blind tastings carried out by a professional panel and the participation of an independent laboratory to perform the various technical analyses. The contest has been historically managed by a group of vice-presidents, influential leaders of the international wine industry. Some of the former authorities who upheld this post are Baroness Philippine de Rothschild, of French Baron Philippe de Rothschild and Robert Mondavi of Mondavi Winery in the US. This year it was Rafael Guilisasti’s turn; he will preside over IWSC for a yearlong term.

New Concha y Toro Marketing Campaign in the UK This year, Concha y Toro developed a new integrated marketing campaign in the UK.

CONCHA Y TORO UK and Concha y Toro Winery developed and launched UK’s first Casillero del Diablo audiovisual campaign, which was exhibited in art-house cinemas around the country. The campaign revolves around the ‘Chilean Wine Legend’ concept and it was complemented by other activities such as tastings and the ‘Wine of the Month’ slot reserved for Casillero del Diablo in cinema bars throughout the duration of the activity. A ‘flat ad’ version ran in parallel with the cinema advertisement. It was published in glossy food and drink publications, national broadsheet magazines and key food-oriented websites. On another front, various

4

advertorials included in key food & drink magazines highlighted food pairing options and offered recipes. From the virtual world, a Casillero del Diablo UK microsite was released to coincide with the cinema and media advertising activity. www.chileanlegend.com is packed with useful and engaging information and images. The 8-week long Spring Casillero del Diablo ‘Chilean Wine Legend’ campaign was the first phase of an integrated marketing campaign to be rolled out in 2008, comprising nationwide tastings over the summer and a highly successful series of music picnic concerts at stately homes and spectacular venues around the UK.

Successful turnout for Concha y Toro at the London International Wine Fair CONCHA Y TORO PRESENCE was outstanding at the 2008 London International Wine and Spirits Trade Fair (LIWTF). The show is attended by the most important wineries of the world, including wineries from France, Italy and Chile, among others. A two-story stand equipped with meeting rooms, tasting tables and a giant photograph of the Puente Alto vineyard was designed to receive Concha y Toro’s clients, buyers, specialized press and distributors during the show. Company sales and marketing executives were able to present the new wines and recent developments at Concha y Toro; to develop a sales platform and meet with representatives of various markets. This year Concha y Toro presented its complete range of products with special emphasis on Casillero del Diablo and

TRIO. These two wines are part of the Company’s “2007 Historic Vintage” marketing campaign, currently underway. A new sparkling wine for the Casillero del Diablo wine range was launched, Casillero Sparkling Wine, which visitors were able to taste and comment with winemaker Marcelo Papa. The LIW TF provides a platform to launch new initiatives and products. This year, Concha y Toro UK successfully launched its Fine Wine Collection to the trade. Cristián López, Concha y Toro UK Managing Director says, “The LIWTF is an excellent opportunity to network, investigate new business leads and consolidate existing relationships”. In the same stand the Company also presented the wines of Viña Cono Sur, Viña Maipo, Trivento Viñedos y Bodegas, Maycas del Limarí, Canepa and Palo Alto wineries, all Concha y Toro subsidiaries.

Concha y Toro sponsors major awards in the UK This last February, Concha y Toro acted as a key sponsor of OLN Drinks Retailing Awards. The awards, already in their 7th year, were created by UK trade magazine, Off License News. All the great and the good of the drinks industry were in attendance in black tie and evening dress. The awards recognize excellence in the field of drinks retailing. There are 17 categories, covering areas such as ‘Best Drinks Buying Team,’ ‘Best Customer Magazine/Website’ and ‘Lifetime Achievement Award’. Besides presenting one of the evening’s key awards, Concha y Toro also hosted the celebratory wine dinner held at London’s prestigious Dorchester Hotel. Cristán López, Concha y Toro UK’s Managing Director, announced and granted the award for best ‘Multiple Wine Retailer’, which was given to Tesco. The Jury recognized the notable work that Tesco’s wine buying team set forth during 2007 with the goal of broadening their wine offer. Casillero del Diablo wines were served at the dinner and enjoyed by attending key buyers, independent retailers and wine writers.

Concha y Toro UK celebrates sales achievements in Iceland Having exceeded ambitious targets for 2007, selling in excess of 800,000 cases of Casillero del Diablo, the Concha y Toro UK sales and marketing team were whisked off to a mystery destination in Continental Europe. The secret destination turned out to be Iceland, a land of extremes and extraordinary beauty. The UK team touched down in Reykjavik in the middle of a snowstorm. The weekend was a chance for the team to reflect on the successes of 2007, make plans for the future and of course to have a great time together! Amongst the activities were visits to enormous icy waterfalls and volcanic geysers, a swim in hot springs and off-road driving in super-jeeps.

5


FOCUS ON

V Concha y Toro Latin American Convention Concha y Toro distributors from Latin America and the Caribbean participated in the V Annual Distributor Convention, held between March 24 and 28.

REPRESENT REPRESENTATIVES from over 30 countries were received by Concha y Toro executives with a welcome lunch at the Sheraton Hotel. Activities began with a corporate Santiago She a brief seminar on the focus of Concha y presentation and a Toro’s strategy for 2008: Its red wines’ Historic 2007 Vintage. Company’s facilities in Pirque and an opening A visit to the C followed. dinner followed Guests were ttreated to lunch overlooking Puente Alto vineyard, a visit to the new Vespucio Plant and a few days of rest relaxation at the Jahuel hot springs, located only a few and relaxatio kilometers ffrom Santiago. This last stage had the added surprise of special activities prepared by brands TRIO and Casillero del Diablo. During ttheir stay at Termas de Jahuel distributors enof Carmin de Peumo and Don Melchor, joyed tastings ta participated in several work meetings and unwinded partici at the thermal pools and spa.

The first night TRIO hosted and animated disco party. Guests, attired in creative costumes, danced late into the night in a specially decorated setting. Casillero del Diablo organized a surprising “New Year’s Eve” party starring Sparkling Wine Casillero, a new sparkling wine from the Limarí Valley and latest addition to the Casillero del Diablo range. Concha y Toro representatives from Latin America and the Caribbean also enjoyed a beautiful outdoors day, including lunch at countryside restaurant La Ruca near San Felipe. The successful Convention accomplished its goals of presenting the Company’s products to regional distributors, sharing its strategies for 2008 and fostering and promoting new premium Concha y Toro brands. The summit was also an outstanding opportunity to strengthen bonds with the various representatives of the Latin American distribution network.

Casillero del Diablo launched its first Sparkling Wine Brut Reserve. This new wine, whose origin is the northern winegrowing Valley of Limarí, widens this brand’s range to a new product category and complements the traditional Casillero del Diablo wines.

TRIO, the innovative range of blend wines managed by winemaker Ignacio Recabarren, and Venezuelan chef Sumito Estévez will run a strategic alliance throughout 2008 covering key Latin American markets, including Chile. In a bid to position TRIO as the leader of a new category in Latin America: New World premium blend wines, this partnership has the renowned chef representing our wines in Latin America’s main markets. Estévez will offer culinary solutions tailored to the needs and tastes of each country and, of course, to the personality and profile of each TRIO bottling. His standing as a flagship regional chef was the main reason behind the designation of the Venezuelan kitchen whiz as TRIO ambassador of 2008. Also, the fact that Sumito is a faithful representative of the spirit of the brand.

Animated costume party hosted by TRIO, with special decorations and lively dancing late into the night.


FOCUS ON

Frontera launches Frontera Cabernet Blush FRONTERA added Frontera Cabernet Blush to its portfolio, a wine characterized by a beautiful pink color and red fruit concentration. This new bottling was launched and released to the market during the V Latin American Convention, held here in Chile in March 2008.

An award-giving ceremony for 2007 high-achieving distributors was held during the V Latin American Convention. In the Casillero del Diablo category, the first place went to Ron Santa Teresa from Venezuela. Digrans of Mexico won The TRIO award and the higher acknowledgment in the Don Melchor category went to Agencias y Representaciones Cordovez from Ecuador. The top “Best 2007 Distributor” distinction was awarded to Ron Santa Teresa, Concha y Toro distributor in Venezuela.

Frontera Cabernet Blush was created to extend the Frontera product range and satisfy consumer needs. The wine’s origins can be found in both the fertile, clay soils of the Rapel Valley, whose grapes deliver full-bodied wines with concentrated red fruit, as well as the traditional

Maule Valley whose long sunny days help produce very fruity wines. The red grapes from both valleys arrive at the winemaking cellar and are just barely macerated in their skins to achieve a beautiful pale pink color. Frontera Cabernet Blush is already available in some markets where it has been enthusiastically received by consumers. Its balanced acidity and slightly sweet finish make it an ideal wine to accompany appetizers. It goes very well with sweet and sour salads, lightly spiced foods and fresh cheeses.

Important Awards for Maycas del Limarí Only a year after its release, the innovative image and solid w winemaking proposal has won Maycas del Limarí several awards in both national and international competitions.

Concha y Toro Late Harvest 2004: The best Late Harvest in Chile and South America

Gold Medal •Syrah Reserva Especial 2006 International Wine Challenge 2008

Bronze Medal THE LATE HARVEST Sauvignon Blanc 2004 from Concha y Toro won the best scores in its category and was chosen the Best Late Harvest wine from both Chile and South America by Brazilian magazine Gula. The wine was rated 4 stars in the November 2007 edition of this renowned Brazilian publication. Its intense yellow color, interesting complexity and freshness was highly praised. This wine originates in the Maule Valley and is produced with late harvest grapes – May in the Southern Hemisphere. It is made up of 95% Sauvignon Blanc and 5% Riesling and aged 24 months in stainless steel tanks. It is noted for its bright yellow color with amber overtones; honey notes stand out among its aromas of ripe peaches and Chilean papayas. Ideal served as an aperitif or with desserts, particularly pastries and fresh fruits.

8

•Cabernet Sauvignon Reserva Especial 2006 International Wine Challenge 2008

Bronze Medal •Sauvignon Blanc Reserva Especial 2007 International Wine Challenge 2008

Silver Medal

90 points •Sauvignon Blanc Reserva Especial 2007 Wine & Spirits June 2008 “Chileʼs most innovative wine packaging” •Maycas del Limarí 5th Annual Wines of Chile Awards 2008

Silver Medal

•Syrah Reserva Especial 2006 Decanter World Wine Awards 2008

•Syrah Reserva Especial 2005 5th Annual Wines of Chile Awards 2008

90 points

Bronze Medal

•Chardonnay Reserva Especial 2006 Wine & Spirits June 2008

•Chardonnay Reserva Especial 2006 5th Annual Wines of Chile Awards 2008

9


FOCUS ON

Turkey: Concha y Toroʼs Chef Tour

Outstanding presence in International Wine Events

This last February, in-house Chef Ruth Van Waerebeek and Gabriel Salas, Company Sommelier, joined ACDO, our distributor in Turkey for a series of events geared towards introducing the consuming public to Concha y Toro and its various labels and brands. One of the first meetings was held at the Sofa Hotel in the prestigious vicinity of Nisantasi in Istanbul. There, Concha y Toro presented its wine portfolio to sommeliers, restaurateurs and the distributing company’s sales force. All in all a select group who enjoyed a delicious food-pairing event consisting of a series of dishes specially prepared by Concha y Toro chef to complement Don Melchor, Marqués de Casa Concha Cabernet Sauvignon, and TRIO and Casillero del Diablo Merlot and Cabernet Sauvignon. Ruth Van Waerebeek also displayed her cooking talent for the local press in other food pairing sessions, all of them planned around a selection of Concha y Toro wines. Concha y Toro also offered a romantic dinner on Saint Valentine’s Day, in which approximately 80 diners partook of the exclusive menu prepared by our Concha y Toro in-house chef. Some of the night’s offerings were a fresh Sunrise Sauvignon Blanc with traditional white fish and shrimp cebiche; TRIO Merlot escorting a milk-fed lamb cooked in Merlot, fresh tomatoes and sweet spices with tangerine and rosemary gremolata over crunchy polenta and asparagus. Desert -eggplant mousse with ice cream, meringue and milk syrup- was paired with a delicious Late Harvest. A perfect combination for a special occasion celebrated at the Sofa Hotel Tuus Restaurant.

Vancouver Fair

Prowein

Vinitaly

Vinexpo

CANADA

GERMANY

ITALY

HONG KONG

Concha y Toro, along with its local distributor, Select Wines, was one of only eight Chilean wineries chosen to participate in the 30th version of the Annual Vancouver Playhouse International Wine Festival. This year the event was carried out between February 28th and 29th when 176 wine companies from around the globe took part in this renowned Canadian show. With a turnout of approximately 25 thousand, Concha y Toro greeted visitors with Terrunyo Carmenere, Marqués de Casa Concha Chardonnay, TRIO Merlot and Casillero del Diablo Cabernet Sauvignon. Concha y Toro’s stand received a steady flow of guests eager to learn more about the company and taste its wines. TRIO and its tri-blend concept were particularly successful.

In March, Concha y Toro had a very successful stint at Prowein, an annual wine show held in Düsseldorf, Germany. During the 4-day summit, Company representatives joined executives from local distributors Mack & Schühle and Vinco to greet clients, buyers and various industry agents. This year, Prowein visitors had the chance to enjoy Concha y Toro premium and ultra premium ranges. Don Melchor, the company’s icon wine, was particularly commended. Casillero del Diablo Reserva Privada constituted another highlight on its own right. This is the new Casillero del Diablo superior wine, made by Marcelo Papa. Concha y Toro backed and complemented its distributors’ yearlong achievements with meetings, presentations and tastings. The occasion was also conducive to building stronger bonds with clients and engaging in constructive brand building.

April brought about Verona, Italy’s turn. Nearly 4 thousand exhibitors representing wine companies from all over the world gathered to participate in Vinitaly 2008. Concha y Toro stood side by side with Banfi Distribuzione, our distributing firm in Italy. Some of the most celebrated wines were Don Melchor, Casillero del Diablo and Late Harvest, all of them well-established brands with a considerable track record of positive reviews and notable awards. Casillero Sparkling Wine, the new sparkling Casillero offering was considered a particular treat.

Concha y Toro attended the Vinexpo Asia 2008 wine show, held this year in Hong Kong from May 27-29. In the biggest wine and spirits fair of the region, Concha y Toro’s stand was strategically located and equipped with meeting rooms and tasting tables. The Company presented its wine portfolio to clients, buyers and the specialized press, who were able to enjoy the complete range of Concha y Toro wines. One of the novelties presented at the fair was Carmín de Peumo 2005, Concha y Toro’s icon carmenere wine. It was received very enthusiastically by visitors and particulary well by Concha y Toro’s Asia distributors. Vinexpo Asia 2008 was attended by over 7,500 visitors from eighteen countries in the region, who were able to taste the wines from hundreds of exhibitors representing a total of 32 countries. Another important attraction at the show was TRIO, a wine that has been well received in the region and has become a resounding success in Asian food & wine pairings. Concha y Toro attended the fair with some of its subsidiary companies, such as Viña Maipo, Cono Sur, Maycas del Limarí and Canepa.

10

Concha y Toro Presents New Ireland Distributor

The new Concha y Toro distributing company in Ireland is Irish Distillers Pernod Ricard. A series of activities were organized to launch the new commercial relationship and introduce the sales force to the Company and its products. The program took everyone to Cavan, in the outskirts of Dublin, and included meetings between the off-trade and on-trade teams, goal setting and drawing a work plan. The official launch party was held at the Radisson SAS Hotel; Casillero del Diablo was the star of the night and the menu was built around traditional Chilean delicacies. Hosting on behalf of Irish Distillers Pernod Ricard were Paul Duffy and Peter Gallogly, General Manager and Commercial Director of the firm.

11


FOCUS ON

In the “Enterprise” category

Concha y Toro receives ICARE 2008 Award

The art of blended wines delights Asia

CONCHA Y TORO was distinguished with the “2008 ICARE Award” in the Enterprise Category by ICARE, the Chilean Institute of Rational Business Management. This highly prestigious award among Chilean entrepreneurs represents an acknowledgement of a company’s successful trajectory. The ICARE Award, established in 1957, has been bestowed to companies and businessmen who have contributed to Chile’s business and industrial development and progress.

TO ENHANCE TRIO’s presence in Asia as the premier wine in the premium category, Concha y Toro held a series of presentations in the continent. The charm of blended wines extended rapidly across the region following events that united consumers, wine writers and restaurant owners. The concepts of innovation, assemblage and the powerful food & wine pairings achieved by TRIO wines and different Asian culinary styles are exceptionally well adapted to Asian vanguard culture.

Concha y Toro won the Company of the Year award for its outstanding experience in the production of fine wines, its success in having become one of the most important global wine brands and Latin America’s principal wine exporter with presence in over 125 countries.

The perfect combination of sophisticated local cuisine and TRIO wines attracted the attention of guests who were invited to Bonito Restaurant in Shanghai, China, the Tribeca in Seoul, South Korea and the Grand Hyatt in Taipei, Taiwan. At all three locations guests were presented with the three TRIO blends and introduced to the strategy for the brand in the Asian region. In addition Concha y Toro’s Asia Regional Direc-

The award was received by Mr Alfonso Larrain, Chairman of Concha y Toro, in a ceremony held in the Santiago Municipal Theatre. The award ceremony was attended by Chile’s government authorities, ICARE directors and Chile’s most distinguished businessmen and executives.

tor Andrés Ballesteros and his team organized a special event for the Company’s distributors in Asia, in the context of their visit to Vinexpo Hong Kong in late May 2008. Around 35 persons were invited aboard a yacht to enjoy dinner and Concha y Toro wines while traveling from Wan Chai to Lamma Island. Guests were delighted with the presentation of Carmín de Peumo 2005, Concha y Toro’s icon carmenere. Isabel Guilisasti, Concha y Toro Origin Wines Marketing Director, explains that a thorough knowledge of the diverse markets and distributors leads to strong ties with regional clients. “Being personally involved in transmitting the concept underlying TRIO allows us to discover new opportunities in the Asian continent and to consolidate the relationship with our clients”.

“To receive this award in 2008, the year our Company is commemorating its 125th anniversary, is very significant for us. We are celebrating Concha y Toro’s trajectory and the achievement of important milestones over time, which in turn reflect the consolidation of our Company’s business strategy and vision, founded on Chile’s magnificent competitive advantages”, stated Alfonso Larrain. As the Chairman of Concha y Toro emphatically pointed out, this award is also a recognition of the commitment, hard work, enthusiasm and creativity of all those who belong to the Company.

12

13


FOCUS ON

In Peumo:

Latin American specialized press hands-on at Carmenere Vintage

A HIGHLY ENTHUSIASTIC group of representatives from Latin America’s major media accepted Concha y Toro’s invitation to participate in the Carmenere Vintage held in early May. Activities began at the winery’s facilities in Pirque, where guests toured the Pirque Casona’s gardens and park, visited the Casillero del Diablo cellar and were entertained with the famous legend that has made Chilean wine known throughout the world. Later they enjoyed a delicious lunch and a tasting of the Company’s ultra premium wines. In the afternoon the party traveled to Santa Cruz in the Colchagua Valley for a visit the next day of the Peumo Estate, birthplace of Concha y Toro’s Carmenere wines. Ignacio Recabarren, one of the Company’s winemakers, received the visitors and led the tasting of TRIO Carmenere and Terrunyo Carmenere, vintages 2001 and 2005. However, the star of the day was by far Carmín de Peumo 2005, Concha y Toro’s icon Carmenere whose 2003 vintage was awarded 97 points in Robert Parker’s prestigious publication The Wine Advocate. At Concha y Toro’s Peumo vineyard guests were equipped with aprons, scissors and harvest baskets to hand-cut their own bunches of grapes, taste the fruit and check their ripeness. Next, they proceeded to the cellars to work at the first and second inspection tables, helping eliminate leaves and stems while learning first-hand about the production process. The day ended with an alfresco country lunch in which the Latin American press representatives enjoyed typical Chilean dishes, the national dance cueca and various displays of Chilean Rodeo.

14

15


FOCUS ON

Sendero, a new brand for Concha y Toro ).!")$to lead the varietal segment in Latin America, Concha y Toro has just launched Sendero, a new brand that aims for maximum fruit expression and top quality in each of its varieties: Cabernet Sauvignon, Merlot, Carmenere, Shiraz, Sauvignon Blanc, Chardonnay and Merlot Rosé. Sendero means “path”: it invites consumers to go down a stimulating and sense-provoking trail. The inspiration for the name of this latest Concha y Toro brand comes from the tasting rite: seeing, smelling and flavoring wine. Sendero bottlings are made from selected grapes grown in various Central Valley –Chile- valleys and vineyards. It was created for consumers who appreciate good food and are interested in getting involved and enjoying the world of wine. Winemakers Mario Miranda and Héctor Urzúa are in charge of the range. They want their wines to

express closeness, expressivity and naturalness, all of them Concha y Toro core values. The new range was launched at the V Latin American Convention, held in March 2008 in Chile. Company distributors were presented with the concept, packaging and a taste of Sendero varieties, which were received enthusiastically. In parallel, Concha y Toro joined El Catador, its distributing company in Dominican Republic, to organize a series of events geared towards introducing its new range of wines. Clients, special guests, restaurateurs, and specialized press joined together in events held in Santiago and Santo Domingo. Assistants were introduced to the new product and its opening marketing strategy. The occasion also provided an opportunity for guests to taste Sendero in its various varieties and to share these new bottlings’ aromatic and fruit expressiveness.

Focus On Concha y Toro is published by the Communications Department of Viña Concha y Toro. Use may be made of the material, as long as the source is cited. Avda. Nueva Tajamar 481, Torre Norte piso 15, Santiago, Chile. Telephone (56 2) 476 5000. Fax: 203 6740. webmaster@conchaytoro.cl


FOCUS ON JULIO 2008 (ING)