FOCUS ON NUMBER 5 / AUGUST 2004
TRIO: Premium Blends from the New World
During the first half of this year, wine magazines worldwide have praised the quality of Concha y Toro wines. On top of this, successful packaging changes and two important regional agents始 meetings are some of the milestones bringing to an end a very auspicious semester.
IMPRESSIVE 05 RATINGS IN WINE SPECTATOR
WHAT始S NEW WITH CASILLERO DEL DIABLO
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AGENTS MEET IN ASIA AND LATIN AMERICA
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CONCHA Y TORO, 12 WITHIN THE TOP 20 IN THE UK
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TRIO, a new winemaking proposal CONCHA Y TORO LAUNCHES new and attractive oenological proposition. The TRIO range has reinvented itself into a line of premium wine blends; each made from three distinct and carefully selected varieties. The new TRIO lineup consists of two reds and a white wine: • Cabernet Sauvignon, Shiraz and Cabernet Franc • Merlot, Carmenere and Cabernet Sauvignon • Chardonnay, Pinot Grigio and Pinot Blanc. Thus, TRIO introduces a new alternative to the premium wine segment, particularly to the less developed coupage niche, a category on its own within the fragmented wine market. TRIO is specifically geared towards cutting edge consumers, characterized by a heartfelt desire to learn more, discover new cultures and explore new products. With TRIO, these consumers will have the opportunity to experience the complexity and elegance only the great wine blends can achieve, at a very convenient price. The new TRIO range carries the unmistakable trademark of renowned winemaker Ignacio Recabarren, who in association with colleagues Tamara de Baeremaecker and Max Weinlaub engaged in an exhaustive agricultural and winemaking effort, in order to produce these unique and compelling coupages. Ignacio Recabarren elaborates: “Each TRIO presented us with the creative and logistical
challenge of creating a blend in which three specific varieties managed to come together in a harmonious way. A noteworthy task, considering there are three growing zones involved and that the final whole had to be more than the simple addition of the separate parts. This is not just a group of varieties put together; it’s a blend from the New World, a new wine born of the interaction of the different grapes. It reminds me of the modern and daring trends of today’s cuisines, where the art of mixing up takes central stage”. For the sake of this project the Trio winemaking team took full advantage of Concha y Toro’s research and development capabilities. The varieties marked to partake of the final blends were treated to separate vinification processes. Each received all the technical requirements it needed to become a desirable component of the final coupage. Special care was taken when it came to barrel aging, which each variety underwent according to its own needs. To clearly communicate its oenological concept, TRIO was armed with clear, direct, elegant and very recognizable packaging. The front label highlights the blend concept by means of a seallike look where the three concurring varieties are clearly stated. The back label further explains each variety’s role in the final outcome.
Gradual Launching THE VARIOUS COUNTRIES where Concha y Toro wines are marketed are being introduced to the new world of TRIO, one at a time. The first massive launch was held during the Latin America Agents Summit, with the attendance of over 50 executives from all over the continent. It was followed by a presentation in Ecuador, housed in the famous Museo Capilla del Hombre, where most of the work of renowned artist Oswaldo Guayasamin is kept. In this awe-inspiring setting more than 300 people attended a tasting led by winemaker Max Weinlaub. The tasting at the Latin American Summit was unique.
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Launching at the “Capilla del Hombre” Museum, Ecuador.
WINEMAKERS TALK TRIO IGNACIO RECABARREN, head of the TRIO team. TRIO Cabernet Sauvignon – Shiraz– Cabernet Franc. “With this blend we wanted to achieve a vigorous, energetic red. We took a typical Maipo Cabernet Sauvignon and combined it with a Shiraz from Rapel, a wild and exuberant, aromatic wine. To bind these two character wines together we used an elegant Cabernet Franc, a variety which brings finesse to the blend. In mouth, fresh fruit comes to the fore, giving it an almost juicy feeling; the tannins are firm yet friendly. Full-bodied and rich, persistent and with a nice finish. I love it!”
MAX WEINLAUB TRIO Merlot - Carmenere – Cabernet Sauvignon. “In Chile, Carmenere has historically been mistaken for Merlot and both of these varieties actually grew together in the same vineyards. By purposefully blending both wines we wanted to create a new what has become known as the “Chilean Merlot”, but we wanted to do so in a modern way, vinifying the varieties separately to extract their maximum potential. Cabernet Sauvignon was added for extra structure. We thus produced a wine with black plum, blackberry and blueberry notes, all wrapped in dark chocolate and sweet spices. In mouth it feels fleshy, with velvety tannins”.
TAMARA DE BAEREMAECKER TRIO Chardonnay - Pinot Grigio - Pinot Blanc. “We strove to produce a wine that would surprise consumers with a different white. To the nose it is sophisticated and different. The Chardonnay doesnʼt steal center stage, but rather makes room for the citrus character of Pinot Grigio and the elegance of Pinot Blanc. Even so, Chardonnay is definitely there: lively, fresh and offering its straightforward fruit notes of peach, papaya and honey. The mouth follows in stride, while unveiling a vibrant, fresh acidity and creamy texture. I love this wine, it has an ever engaging youthfulness no one could get enough of”. 03
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Concha y Toro stars shine bright in Decanter RECENTLY UK DECANTER Magazine dedicated a feature article to exploring the outstanding development of the Chilean and Argentinean wine industries over the past 12 years. Concha y Toro wines received excellent reviews in the accompanying list of recommended wines. In the “Top 10 Chilean Wines” selection, Don Melchor 1999 was awarded 4 stars and praised for its “lovely plum fruit, subtle spices, gentle tannins and excellent concentration”. Meanwhile, the only Carmenere labeled as a single-variety wine included in the selection was Terrunyo Carmenere 2001. It was also highlighted in the main article as an exceptional wine. With 4 stars, the tasting note describes it as “Rich, spicy black plum fruit, leathery and deeply flavored”. Among the best value wines, Marques de Casa Concha Cabernet Sauvignon 2002 also received 4 stars. The tasting note emphasizes its “Expansive ripe fruit nose of cassis, blackberry and leather notes. Rich, smooth, toasty oak.” Casillero del Diablo Merlot 2003 also made it into this category, with 3 stars and a note that stresses its stash of ripe berries and spices. “Oodles of ripe berries and spice; big and smooth with mocha and berry flavors”.
Marques de Casa Concha one of the world´s Top 50 «Best Buys» WITHIN THE SAME JULY issue quoted above, Decanter magazine summoned a panel of 25 experts comprised of critics, winemakers and wine writers, to make a ranking of the world’s top 50 Best Value wines. The main criterion was to single out wines whose quality at least tripled their price. Marques de Casa Concha Cabernet Sauvignon 2001 was the only Chilean Cabernet making the cut. “Some of Chile’s very best Cabernet Sauvignon comes from Maipo Alto. The Marques is a very serious wine, made in a rich, ripe style that expresses its origin with notes of cassis, chocolate and velvety tannins on the finish”, reads the tasting note.
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94 points:
Don Melchor, highly commended in Wine Spectator ONCE AGAIN, Wine Spectator confirmed the remarkable 94-point score obtained by Don Melchor 2000 earlier this year. Now in its April number, the magazine included Don Melchor
in its “Highly Recommended” section. Don Melchor’s “terrific personality” and “sanguine flavors that don’t quit” were the tasting note’s high points. The wine was also praised in critic
James Molesworth’s article “Setting New Standards in Chile”, where he reviews the Chilean wine industry’s current issues; Don Melchor is ranked second in the list of “Top Reds”.
Terrunyo Cabernet Sauvignon 2001 thrives in Wine Spectator
Marques de Casa Concha Chardonnay 2002, Best Buy in Wine Spectator
TERRUNYO’S RATINGS and reviews keep endorsing this line’s consistent winemaking. This time, it’s the Cabernet Sauvignon 2001 that made it big in the Wine Spectator’s ranks with an extraordinary 91 points. In the August 2004 issue this Cabernet is described as “solid briar-, blackberry- and currant-filled, with mineral and loam notes as well”. This score contributes to the record of excellent ratings this range has consistently achieved in Wine Spectator, such as 91 points for Terrunyo Carmenere 2001 and 90 points for Terrunyo Sauvignon Blanc 2003.
THIS WHITE keeps moving ahead in specialized press accolades. Now it has merited a fantastic 91-point score in Wine Spectator Magazine, plus making it into the Best Buy selection. Marques de Casa Concha Chardonnay is born in Santa Isabel, a Maipo Valley vineyard located on Andean foothills. At 2,350 feet (715 mt) above sea level, it’s the highest growing Chardonnay in Chile.
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Scores soar high in Wine & Spirits
THIS YEAR’S FIRST INSTALLMENT of Wine & Spirits had excellent things to say about various Concha y Toro wines. Terrunyo Carmenere 2001 received enormous praise with 92 points and an according review: “A solid ripeness carries through this voluptuous Carmenere-based red”. Terrunyo Cabernet Sauvignon 2001 also glowed with an excellent 91-point score. “Pirque’s sharp tannins give fine structure filled with cinnamon and clove scents and ripe red cherry flavor”. Terrunyo Sauvignon Blanc 2003 - with 91 points as well – was described as “pure expression of Casablanca Valley” and a wine of surprising ripeness. The Puente Alto vineyard received plenty of attention thanks to its awarded offspring: the Marques de Casa Concha Cabernet Sauvignon 2001, which scored 91 points and was rated an “Exceptional Value”. Casillero del Diablo Cabernet Sauvignon 2002, in turn, achieved an 88-point score.
WINE & SPIRITS SCORES (January - February 2004 issue) Terrunyo Carmenere 2001
92 points
Terrunyo Cabernet Sauvignon 2001
91 points
Terrunyo Sauvignon Blanc 2003
91 points
Marques de Casa Concha Cabernet Sauvignon 2001
91 points (exceptional value)
Casillero del Diablo Cabernet Sauvignon 2002
88 points
Best selling Chilean wine in US restaurants
FOR THE SECOND YEAR IN A ROW, Concha y Toro conquered the ranking of best-selling Chilean wines in US restaurants, according to a Wine & Spirits survey (April Edition). Besides being the leading Chilean wine, Concha y Toro occupied the 17th position in the “Most Popular Wines under US$25” selection, a distinction won by Casillero del Diablo Merlot. Concha y Toro was also the only Chilean winery in the “Wines by the Glass” category, ranking 23rd with Marques de Casa Concha Merlot and in the “Most Popular Merlot” category with both Casillero del Diablo Merlot and Marques de Casa Concha Merlot.
Ignacio Recabarren, one of the world´s 50 most influential winemakers AMONG HIS CREATIONS are Amelia, Terrunyo and TRIO; no wonder winemaker Ignacio Recabarren caught the attention of Wine & Spirits. The magazine features Ignacio Recabarren in its Fall 2004 issue, in recognition of his exceptional wines and the influence his work has had on the world of wine. Recabarren was commended for his contribution to the viticultural discovery of the Casablanca valley, as well as for his dedication to Sauvignon Blanc as represented in the Terrunyo range, one of the best Chilean exponents of this variety. Recabaren’s imprint also reaches the sphere of Carmenere, a variety that is only commercially produced in Chile. “Terrunyo Carmenere is a wine
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that, rather than simply talking about the variety, speaks of Recabarren’s talent and the way he understands this grape, one so complicated to work with but so seductive when you taste it”, comments Patricio Tapia, wine writer in his piece on Ignacio Recabarren. Tapia adds that the winemaker not only has the talent to make exceptional red and white wines, but also “the ability to discover that small crack in the wall, the exact point in which a wine expresses most clearly its own origin”. This recognition joins the “Winemaking Career Award” given to Recabarren last July by Chilevid, the Association of Fine Wines for Export Producers, for his outstanding career devoted to developing the wine industry in Chile.
A new look for Frontera
CONCHA Y TORO’S MOST DEMANDED BRAND WORLDWIDE has just undergone an upgrade in its look, in a quest to keep seducing followers everywhere. While preserving its distinctively rich fruitiness, Frontera now showcases new and improved packagings, made to masterfully balance modernity and tradition. The changes begin with the bottle, styler and taller. The white label and the classic font used for the Frontera logotype make for an appealing and very readable outlook. Both the words “Chile”, as the country of origin, and the grape variety, are strongly emphasized and immediately draw the eye to them. An attractive second label in metallic finish acts as a complement. The color changes for each variety, adding a differentiated touch to the vineyards and mountains engraving crowned by the Concha y Toro logo. The new packagings were consumer-tested in Canada, Finland, Costa Rica and Mexico – and drew cross-the-board enthusiastic responses. The most valued assets were the fact that the labels brought together the traditional and the modern aspects of winemaking, as well as the reliability the outlook inspired.
Japan dresses-up to receive Sunrise THE SUNRISE RANGE of wines has traditionally been among Japan’s favorites. Now, with their new presentation, the wines are making headlines once again thanks to the spectacular re-launching campaign that began in February 2004. The whole campaign has been colored in yellow, as a symbol of happiness and the “300 days of Sun” ripening the grapes in Chile’s Central Valley. The most visible part of this marketing effort was the Sunrise Car, a truck beautifully transformed into a wine bar. The Car toured Japan’s major cities during March and April, inviting people to taste Sunrise and offering free Sunrise wine seminars every 15 minutes.
“Our idea is to give people the chance to enjoy a glass of wine in a cheerful and relaxed manner, the way our Sunrise wines are”, said Aya Jindo, Brand Manager at Mercian Corporation, Concha y Toro’s distributors in Japan. The press launching was held in Tokyo’s Fujiji Sankei Building’s central plaza, a location where Japan’s most important media communications companies are located. The occasion gathered over 200 journalists, as well as Mercian Corporation’s top executives, Mr. Yuji Okabe and Mr. Tadao Suzuki. Also present were Mr. Demetrio Infante, Chile’s Ambassador in Japan and Andrés Ballesteros, Concha y Toro’s Asia Export Manager.
Sunrise launching in the Fujiji Sankei Building of Tokio.
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Casillero del Diablo press quotes NEW PRESS REVIEWS keep coming forward to speak up for Casillero del Diablo. The year kicked off with a remarkable 88 points in Wine & Spirits for this range’s Cabernet Sauvignon 2002, with special attention given to “its generous structure and strawberries aroma, with black pepper and coffee in the background.” Wine Enthusiast took over in March, with three Casillero del Diablo varieties portrayed in the Best Buy list: Merlot 2003 with 88 points, Sauvignon Blanc 2003 with 86 points and Chardonnay 2003 with an outstanding 87 points. Another achievement worth noticing came in the form of Selections Mondiales des Vins medals. This wine Contest takes place in Montreal,
Canada, and from that city the news arrived that Casillero del Diablo Carmenere 2003 had struck gold, while Casillero del Diablo Syrah 2003 won silver. Last, Wine Spectator’s web site features Casillero del Diablo Viognier 2003 with 87 points, describing it as “really juicy”, with white peach, licorice and delicious floral notes, which endow it with “a level of energy uncommon for this variety”. Meanwhile, Casillero del Diablo Syrah 2002 ranked 86 points and a note reading “good black and red berried fruit, with sweet vanilla, mocha and spices towards the end”. The Merlot 2003 was also commended with 86 points.
CASILLERO DEL DIABLO LATEST AWARDS Casillero del Diablo Cabernet Sauvignon 2002
Wine and Spirits, January 2004
88 points
Casillero del Diablo Merlot 2003
Wine Enthusiast, March 2004
88 points. Best Buy
Casillero del Diablo Sauvignon Blanc 2003
Wine Enthusiast, March 2004
86 points. Best Buy.
Casillero del Diablo Chardonnay 2003
Wine Enthusiast, March 2004.
87 points. Best Buy.
Casillero del Diablo Carmenere 2003
Selections Mondiales des Vins Montreal Canada, June, 2004
Gold Medal & Jury´s Selection
Casillero del Diablo Syrah 2003
Selections Mondiales des Vins, Montreal Canada, June 2004
Silver Medal
Casillero del Diablo Viognier 2003
Wine Spectator, Web (2004)
87 points
Casillero del Diablo Syrah 2002
Wine Spectator Web (2004)
86 points
Casillero del Diablo Merlot 2003
Wine Spectator, June 15 2004
86 points
The Casillero del Diablo TV campaign gets back on the screen THE LEGEND HAS ONCE AGAIN hit TV screens in over 45 European and Latin American countries, where it’s engaging television viewers all over again. Indeed, the riveting Casillero del Diablo spot began its second cycle on the air, where it remained from May 3 to June 7, 2004. The advertising campaign as a whole was launched in October 2003, with the goal of reinforcing the Casillero del Diablo brand image and communicating the concept of its legend to millions of consumers worldwide. In Latin America, the spot was viewed in 40 countries from Mexico to Chile, in an array of channels selected among those with higher ratings: CNN, ESPN, TNT, Sony, Discovery Channel, People & Arts and Warner Brothers. In Europe some of the countries, which are now in the know about the Casillero del Diablo story, are Sweden, Denmark, Norway, Finland, Lithuania, Latvia and Estonia. The campaign aired through two Continental channels: Eurosport and Discovery Channel. This successful campaign has still one more phase to go, scheduled to hit the screens during the last trimester of 2004.
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New varieties: Shiraz Rosé, Riesling and Gewürztraminer
Three new varieties have entered the Casillero del Diablo portfolio, which now comprises 12 different wines and has become one of the worldʼs most all-encompassing ranges. The Riesling and Gewürztraminer bottles are screw capped, to provide them with the most up-to-date seal in the fight against oxygenation. So far, wine screw caps have performed impressively well with aromatic wines meant to be enjoyed shortly after release.
Shiraz Rosé Casillero del Diablo is one of the few rosé wines in the world made from the Shiraz variety. It is created by vinifying Shiraz, a red grape, following the method usually preserved for whites. That is to say, a very brief maceration (where the grapes are left in contact with their skins), lasting only a few hours, geared towards reduced extraction of color and tannins. The ensuing wine has an attractive pink shade. This Casillero del Diablo Rosé Shiraz seduces with a brilliant purple color and nice wild berry, raspberry and spice aromas. It’s lively and has good acidity in mouth. Ideal to complement appetizers, both red and white meats, as well as desserts. Riesling The Casillero del Diablo Riesling comes from the Bio-Bio Valley, the southernmost winegrowing region in Chile, and specifically from the Mulchén area, where it finds plenty of the cold weather it craves. Its wines are delicate and complex at the same time, with an excellent mouth and great acidity, which allows for more extended cellaring, compared to other whites. Riesling varietal aromas vary greatly depending on the growing region, but the most characteristic is a dry leaf scent. Casillero del Diablo Riesling is a fresh wine, similar in this way to Sauvignon Blanc, but with a more vibrant acidity and greater concentration of tannins. It is an excellent aperitif and a wonderful choice to serve with desserts. Gewürztraminer The Gewürztraminer variety also prefers cooler climates. It is recognizable through its rich aromas, plenty of fruit and notes of litchi, a Gewürztraminer trademark. Other usual traces are roses and sweet spices such as clove. Gewürztraminer does not enjoy high natural acidity, which is why winemaker Marcelo Papa has added 5% of Riesling to the blend, to provide a touch of freshness. Papa recommends pairing this highly aromatic and fruity Casillero del Diablo Gewürztraminer with Chinese and Thai dishes, as well as with your favorite desserts.
Casillero del Diablo Golf Championship in Toronto
The dayʼs activities were quite a treat: making it all the way to the final hole 18, enjoying the victory and then celebrating with Casillero del Diablo. Over 60 wine executives gathered in Toronto, Canada, on a sunny June Wednesday to compete in the championship. Among the contenders were representatives of the on-trade sector and local wine writers. And to wrap it all up, winemaker Marcelo Papa was there to introduce and lead the tasting of the Casillero del Diablo and Marques de Casa Concha wine ranges.
Casillero del Diablo in Dominican Republic movie theatres Casillero del Diablo introduced many this yearʼs feature presentations in several cinemas throughout the Dominican Republic. This turned into a very successful campaign, with The Legend of Casillero del Diablo showing at the most prominent Dominican big screens. The experience will be relived during August and September, when the top Hollywood and other foreign releases premiere in the Dominican Republic.
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Concha y Toro Second Asia Summit: Strengthening Ties IN 2002 IT WAS the Ancient Wall of China; in 2004, Phuket Island in Thailand. Two extraordinary scenarios for the Concha y Toro Asia Agents Summit, whose central goal remains to fortify Concha y Toro’s standing in the region. In June 2004, 29 executives from 11 distributing companies in China, Japan, Taiwan, South Korea, Hong Kong, Malaysia, Singapore, Thailand and the Philippines flew to this paradisiacal location. Four days of meetings, marketing presentations and tastings were planned to allow agents to become acquainted with the Company’s plans for this important part of the world. Participants had the chance to be the first in all the vast Asian continent to taste the new TRIO range and to see the new Frontera line packaging. Four of Concha y Toro’s agents made a valuable input to the gathering by presenting their most successful marketing strategies, one of the high notes of the event. Adventure couldn’t be too far away in Phuket. The group established bonds and got to know each other while engaging in exciting motorbike competitions and in the traditional elephant races. The meeting closed with an award ceremony in recognition of the agents’ efforts in sales and promotion.
All participants in Second Concha y Toro Asia Summit.
A competitor prepares himself for the elefant race.
CONCHA Y TORO ASIA 2003 AWARDS
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Best Sales Performance – ASIA 2003
Creation Wine & Spirits, Taiwan
Best Concha y Toro Brands Off-Trade Promotion - ASIA 2003
Caldbecks, Singapore
Best Concha y Toro Brands On-Trade Promotion - ASIA 2003
Summergate, China
Best Don Melchor Sales Promotion - ASIA 2003
Caldbecks, Singapore
Most Creative SUNRISE Promotion - ASIA 2003
Mercian, Japan
First Latin American Agents Summit CONCHA Y TORO’S FIRST LATIN AMERICAN AGENTS SUMMIT had an outstanding attendance, with 50 representatives from 39 countries in Latin America getting together in Santiago, last March. During five packed days, participants were guided through the Company’s basic information, in addition to fully reviewing the strategies in motion to strengthen the Concha y Toro brand throughout Latin America. The Summit was officially launched with an extensive presentation by Concha y Toro’s Chief Executive Officer, Eduardo Guilisasti, where he offered a thorough analysis of the current status of the wine business worldwide and in Latin America in particular. The following day the group visited the Peumo vineyard and winery, located 170 km from Santiago. This is where the Concha y Toro Carmenere project is under way, as the location has unparalleled growing conditions for this variety, today planted almost exclusively in Chile. The third day was spent in marketing meetings and wine tastings at the Pirque Casona, where everyone visited the now famous Casillero del Diablo. Before closing the event, the whole convention traveled south to Pucon, a town located on the shores of the Villarica Lake, in Chile’s IX Region. In this exuberant natural environment both work meetings and several recreational activities were held. Back in Santiago, the Latin American Summit ended with a Gala Dinner at the Pirque Casona, hosted by Concha y Toro’s board members and top executives. During the event the distributors with best sales performance during 2003 were given recognition awards.
Horseback riding in the southern town of Pucon.
Prize to the best Agent: Holtermann International S.A.
AWARDS FOR CONCHA Y TORO´S BEST AGENTS BEST AGENT SOUTHERN ZONE
BEST SALES DON MELCHOR
BEST SALES CASILLERO DEL DIABLO
1º Place
Costa Rica with Holtermann Internacional S.A. Brazil with Expand Group Brazil
Ecuador with Agencias y Representaciones Cordovez S.A
2º Place
Nicaragua with Disnisa S.A.
Costa Rica with Holtermann Internacional S.A.
Aruba with Romar Trading CO. NV
3º Place
Brazil with Expand Group Brazil
Puerto Rico with Ballester Hermanos Inc.
Nicaragua with Disnisa S.A.
Brazilian Expand Group sales team visits Chile
Harvest at Puente Alto Vineyard.
EXPAND GROUP BRAZIL S.A., a key Concha y Toro distributor in one of the most important South American markets, chose for the first time a foreign country as the seat of its 9th Sales Convention. Chile welcomed over 80 executives, who took a break from their usual jobs to focus on internal training and planning future activities. The group visited Concha y Toro winery, toured its winery and vineyards and learnt about the Company’s most important projects. Special interest was taken in the Carmenere Project, aimed at promoting this rare variety in the world. The convention was also a good occasion to introduce the Expand group to the new TRIO
range through a technical tasting headed by chief winemaker Ignacio Recabarren, as well as by his team winemakers Tamara de Baeremaecker and Max Weinlaub, each in charge of one of the TRIO wines. Of course, there were also some recreational activities, such as the motivational session at the Valle Nevado ski center, and the unforgettable harvest day in Puente Alto, where 9 teams competed to see who could bring in the more grape to the winery. The trophy-fruit will be used for Don Melchor 2004. In the photo, the participating teams proudly show the result of their hard work. 11
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Concha y Toro steps into
the UKʼs top 20 wine brands TOP 20 WINE BRANDS RANKING BRAND ACCORDING TO AC NIELSEN’S latest sales figures for the UK wine market, Concha y Toro climbed to 17th spot in the 2004 ranking of the better selling wine brands within Great Britain. Concha y Toro is the only Chilean – or South American – winery in the top 20, after making a leap from the 28th position it held a year earlier. Tim Atkin, in his column for the weekly trade journal OLN (Off License News), assesses the movers and shakers in the market, and titled this major Concha y Toro achievement as “inspirational”. He went on to add that “it is building its reputation through a combination of things; it certainly does discounts, but the main reasons for Concha [y Toro]’s success are increased distribution, strong branding and outstanding wine quality”. Atkin goes further to state, “Whether or not it could continue to produce wines of the same flavor and consistency if it became a top 10 brand is debatable, but I’d like to see Concha [y Toro] have a go”. He wraps up his column claiming it would be good to see a South American brand break the grip of Australia and the United States, by “offering new styles to a wider market”.
COMPANY
COUNTRY OF ORIGIN
1
Hardys
Constellation
Australia
2
Blossom Hill
Percy Fox
United States
3
Jacob’s Creek
Pernod Ricard
Australia
4
E&J Gallo
Gallo
United States
5
Stowells of Chelsea Constellation
Various
6
Kumala
Western Wines
South Africa
7
Lindemans
Southcorp
Australia
8
Banrock Station
Constellation
Australia
9
Rosemount
Southcorp
Australia
10
Wolf Blass
Beringer Blass
Australia
11
Piat d’or
Percy Fox
France
12
Penfolds
Southcorp
Australia
13
Rivercrest
Gallo
United States
14
Sutter Home
PLB
United States
15
Arniston Bay
Vinfruco
South Africa
16
Corbett Canyon
Brand Phoenix
United States
17
Concha y Toro
Concha y Toro Chile
18
Namaqua
Raisin Social
South Africa
19
Paul Masson
Constellation
United States
20
Oxford Landing
Negociants
Australia
Retail sales, by value, for UK off licences, AC Nielsen. Twelve months to May 15, 2004.
Concha y Toro among the «Value Brands» CONCHA Y TORO WINES WERE AGAIN PART of the Value Brands Selection that Wine & Spirits chooses every year. “There are many affordable wines in Chile, but no brand comes close to Concha y Toro in consistently great wines at low prices”, states the magazine’s June issue. Of the Concha y Toro wine ranges, the magazine emphasizes two in particular: Marques de Casa Concha and Casillero del Diablo – “the most dramatic bargains this year”. It goes on to explain that these two ranges have been reinvented by winemaker Marcelo Papa’s hard work, in charge of the wines since 1998. The story adds that the result can be appreciated in wines like Marques de Casa Concha, with a “juicy, spicy, glowingly purple Merlot”, and the Cabernet Sauvignon, “voluptuous yet structured” and heading from the same vineyard as Concha y Toro’s icon wine Don Melchor. None of the recommended Concha y Toro wines produced less than 88-point scores, “a claim few wineries can make at any price”. “Check them out”, concludes the review.
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, Torre Norte piso 15, Santiago, Chile. Telephone (56 2) 476 5000. Fax: 203 6740. webmaster@conchaytoro.cl
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