Leading Latin American wine producer Vina Concha Y Toro (VCT) has introduced a new concept that will shape the future of its fine wine strategy in Asia and the Middle East.
Named Jewels of the New World by Vina Concha Y Toro (JEWELS), this initiative aims to captivate luxury consumers in the region, with a specific focus on key markets such as China, South Korea, Japan, Thailand, Singapore, and the UAE, through a comprehensive long-term marketing program.
JEWELS presents an exclusive collection of fine wine brands sourced from specific terroirs in Chile, Argentina, and California that are specifically tailored for discerning wine enthusiasts. Each wine is also represented by a precious gem indigenous to the Americas, thus symbolising rarity, heritage, and craftsmanship.
This concept seeks to showcase nine of their distinguished wine brands: Alea Fina and Bonterra Biodynamics from California; Amelia, Carmin de Peumo, Concha Y Toro Master Edition, Gravas, Marques de Casa Concha Heritage, and Terrunyo from Chile; and Trivento Eolo from Argentina.
A global debut event took place in Singapore on May 22, 2023, where attendees were also the first in Asia to sample the newly released 2021 vintage of Don Melchor. The wine, now in its 35th vintage, is a 99 pointer bottle as reviewed by wine critic James Suckling.
Commenting on the occasion, Guy Nussey, VCT regional director for APAC and the Middle East, said: “Jewels of the New World by Vina Concha Y Toro will be launching across Asia and the Middle East throughout the second half of 2023. It reflects VCT’s commitment to a luxury strategy based on excellence, innovation and partnership.
“We look forward to implementing this new platform with our partners and working together to unlocking our opportunity in new world fine wine.”
The JEWELS collection will be available through online retailer Vivino.