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Concha y Toro: A Global Success Story in New World Wine

Case study: Concha y Toro: A Global Success Story in New World Wine

Chile’s Concha y Toro has emerged as a shining star in the global wine industry. With a focus on brand positioning, innovative marketing strategies, and a commitment to quality, Concha y Toro has successfully captured the attention of wine enthusiasts worldwide. In this blog post, we will explore the key factors that have contributed to Concha y Toro’s global success. 

Background Note:

It founded in 1883, has a rich history of winemaking in Chile. Initially catering to the local market, the company expanded its reach internationally, targeting the premium segment. This strategic shift allowed Concha y Toro to position itself as a serious contender in the competitive global wine market.

Focusing On The Premium Segment:

Understanding the importance of brand positioning, Concha y Toro recognized the potential of the premium segment. By offering high-quality wines with distinct flavors and characteristics, they successfully established themselves as a premium brand, appealing to wine connoisseurs around the world.

Sponsorship Of Manchester United:

One notable aspect of Concha y Toro’s marketing strategy is their sponsorship of Manchester United, one of the world’s most popular football clubs. This sponsorship has significantly contributed to brand equity and global visibility. By aligning themselves with a prestigious sports brand, Concha y Toro has effectively enhanced their brand image and reached a wider audience. 

Concha's Production Strategy:

Concha y Toro’s commitment to quality and innovation is evident in their production strategy. They carefully select vineyards in Chile’s prime wine regions, ensuring the finest grapes for their wines. Additionally, Concha y Toro invests in state-of-the-art winemaking technology, combining traditional techniques with modern advancements to create exceptional wines that reflect their unique terroir.

Concha's Distribution Strategy:

An effective distribution strategy is crucial for global success. Concha y Toro has strategically partnered with reputable distributors in key markets worldwide, ensuring a wide distribution network. By establishing strong relationships with distributors, they have successfully penetrated various markets, enabling easy access to their wines for consumers around the globe.

Acquisition Of Fetzer:

In their pursuit of growth and expansion, Concha y Toro made a significant move by acquiring Fetzer Vineyards in California. This acquisition not only provided them with access to the American market but also allowed them to leverage Fetzer’s established reputation and expertise. It further strengthened Concha y Toro’s position as a global player in the wine industry.

A Performance Overview:

Concha y Toro’s efforts towards brand management, innovation, and quality have yielded impressive results. Their flagship brand, Casillero del Diablo, has achieved widespread recognition and acclaim. Additionally, their Silver Bullet strategy, focused on price competition without compromising quality, has resonated with consumers seeking value for their money.


Concha y Toro’s journey from a local winery to a global powerhouse is a testament to their strategic brand positioning, innovative marketing campaigns, and commitment to producing exceptional wines. By recognizing the importance of quality, brand management, and effective distribution, Concha y Toro continues to thrive in the competitive world of New World wines. As they forge ahead, their focus on perception management, continuous innovation, and global expansion will undoubtedly solidify their position as a leader in the industry. Also get to know about Mercedes-Benz India: Approach to Capturing a Younger Segment case study