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Concha y Toro gives Don Melchor brand its independence

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Viña Concha y Toro has granted 'independent winery' status for its high-end Don Melchor wine brand.

Don Melchor 2017 will be released next month

Don Melchor 2017 will be released next month

The Chile-headquartered group said late last week that Don Melchor, which is celebrating its 30th anniversary this year, will operate separately from the rest of its portfolio. The move has been designed to "add value to the brand and enhance the current distribution channels", Concha explained.

"Our decision to launch as an independent winery was the logical next step in the growth of Don Melchor, which has operated autonomously from Concha y Toro in terms of vinicultural and winery management for the last ten years," said Don Melchor winemaker – and now general manager - Enrique Tirado.

"We want to refine the way that Don Melchor is distributed with a more independent focus on the markets with the greatest growth potential."

The announcement coincides with the release next month of Don Melchor 2017, the latest expression of the Chilean wine. The 98% Cabernet Sauvignon/2% Cabernet Franc blend, sourced likes its predecessors from grapes grown in Puente Alto vineyard in the Maipo Valley, carries an SRP in the US of US$120 per 75cl bottle.

Last month, Concha added a home delivery option to the Augmented Reality platform in the US for its Casillero del Diablo, Frontera and Trivento brands.

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Sectors: Wine

Companies: Concha y Toro

Expert Analysis

Opportunities in the Americas Wine Sector: Analysis of Opportunities Offered by Countries in the Region

Opportunities in the Americas Wine Sector: Analysis of Opportunities Offered by Countries in the Region

The global wine sector was valued at US$320,303.3 million in 2017 and is forecast to record a CAGR of 7.5% during 2017-2022, to reach US$459,061.9 million by 2022.

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