Concha y Toro
Viña Concha y Toro is a Chilean wine producer founded in 1883, operating a portfolio of 14+ wine brands across luxury to accessible tiers, distributed in 130+ countries through importers, HORECA channels, direct-to-consumer e-commerce, and wine tourism at the Centro del Vino facility in Pirque.
- Company typePrivate
- Founded1883
- HeadquartersTorre, Philippines
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Concha y Toro does
Viña Concha y Toro S.A. is a Chilean wine producer founded in 1883 in Pirque, operating a portfolio of more than 14 wine brands across luxury, super premium, premium, varietal, and sparkling tiers. The company distributes wines in over 130 countries through local importers, distributors, HORECA channels, and its own direct-to-consumer Descorcha online store (descorcha.com). Flagship brands include Casillero del Diablo (ranked the world's second most powerful wine brand by Wine Intelligence in 2018), Don Melchor (a Wine Spectator #1 World Wine of the Year), Marques de Casa Concha, Amelia, Carmín de Peumo, Terrunyo, The Master, Diablo, Frontera, and Reservado. The company has been recognized as the World's Most Admired Wine Brand by Drinks International for three consecutive years (2011-2013) and operates production facilities across Pirque, Puente Alto, Chimbarongo, and the Maule Research and Innovation Center (CII, established 2014).
Since 2010, Concha y Toro has maintained a strategic partnership with Manchester United football club, leveraging shared "devil" branding. In June 2026 it signed actor Orlando Bloom as global ambassador for Casillero del Diablo. The company pursues a multi-channel go-to-market combining enterprise distribution (international distributors and HORECA), direct-to-consumer (Descorcha e-commerce), wine tourism (Centro del Vino Concha y Toro, a 12,000+ square meter facility opened July 2025 in Pirque offering guided tours, tastings, gastronomy, and the immersive "El Origen de una Leyenda" experience), and celebrity/earned media marketing. Revenue is generated primarily through wine product sales at multiple price tiers, supplemented by wine tourism experience bookings. The company is B Corp certified (2024) and holds Preferred by Nature sustainable tourism certification (maintained five consecutive years through 2022 onward). Operating geographies are described as global with primary domicile in Chile; no revenue figures are disclosed in the source material.
Concha y Toro firmographics
Firmographics- Name
- Concha y Toro
- Legal name
- Viña Concha y Toro S.A.
- Website
- https://conchaytoro.com
- Company type
- Private
- Founded year
- 1883
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Viña Concha y Toro is a Chilean wine producer founded in 1883, operating a portfolio of 14+ wine brands across luxury to accessible tiers, distributed in 130+ countries through importers, HORECA channels, direct-to-consumer e-commerce, and wine tourism at the Centro del Vino facility in Pirque.
- Ownership category
- akta.pro rank
Concha y Toro industry classification
Industry- Product category
- Premium Wine Production
- NAICS
- Wineries (31213), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
Keywords
Where Concha y Toro is headquartered
LocationHeadquarters
- HQ city
- Torre
- HQ country
- Philippines
- HQ region
- Asia
Offices5 records
Markets served
Concha y Toro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Wine Product Sales: Sale of premium, super premium, and luxury wines through global distribution network in 130+ countries. Products sold through direct online store, retail partners, and HORECA channels.
- Wine Tourism Experiences: Revenue from wine tourism experiences at Centro del Vino Concha y Toro including guided tours, tastings, gastronomic experiences at Diablo Vino & Fuego restaurant, and event hosting.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Concha y Toro product offering
Product offeringCore offering
Concha y Toro is a Chilean winemaker that produces and sells a portfolio of branded wines across luxury, super premium, premium, varietal, and sparkling tiers, including Don Melchor, Carmín de Peumo, Terrunyo, Amelia, Marques de Casa Concha, Casillero del Diablo, Diablo, Frontera, and Reservado. The company distributes these wines in 130+ countries via retailers, HORECA, and a direct-to-consumer e-commerce store, and complements wine sales with immersive wine tourism experiences at Centro del Vino in Pirque.
Product overview
Concha y Toro is a Chilean winery founded in 1883, operating as a portfolio of wine brands across multiple price tiers. The product portfolio consists of five main wine categories: Luxury Collection (The Master, Carmín de Peumo, Marques de Casa Concha Heritage, Terrunyo, Amelia), Super Premium (Marques de Casa Concha, Concha y Toro The Wine), Premium (Casillero del Diablo with its sub-lines and Devil's Carnaval, Diablo), Varietal (Frontera, Reservado), and Sparkling (Casillero del Diablo Devil's Brut, Casillero del Diablo Sparkling Zero). The company also operates the Centro del Vino enotourism experience in Pirque, Santiago, and maintains a Research and Innovation Center in Maule. Concha y Toro is present in over 130 countries and holds recognition as the world's most admired wine brand.
Differentiator
Problem solved
Functional benefit
Brands
- Casillero del Diablo: Premium wine brand known for its legend of the devil in the cellar; second most powerful wine brand worldwide
- Diablo
- Marques de Casa Concha
- Concha y Toro The Wine
- Carmín de Peumo
- Amelia
- Terrunyo
- The Master
- Marques de Casa Concha Heritage
- Frontera
- Reservado
- Casillero del Diablo Devil's Brut
- Casillero del Diablo Sparkling Zero
- Devil's Carnaval
Products and services
- The Master A luxury wine expressing the excellence and mastery of Concha y Toro's winemaking, blending two forces with mastery. Targeted at collectors and luxury wine consumers.
- Carmín de Peumo Chile's first icon Carmenere wine, faithfully reflecting its origin from the Peumo terroir. A dark, deep red wine with violet hues. Targeted at luxury wine collectors.
- Marques de Casa Concha Heritage A blend expressing the winemaking tradition and heritage of Concha y Toro, featuring Bordeaux grape varieties. Targeted at luxury wine consumers.
- Terrunyo Limited production wines carefully crafted from New World terroir expressions, including Cabernet Sauvignon, Carmenere, and Sauvignon Blanc varieties. Targeted at luxury wine collectors.
- Amelia Wine delicacy born in the Limarí Valley, between the sea and the desert, expressing unique terroir characteristics. Known for Chardonnay and Pinot Noir excellence. Targeted at luxury wine collectors.
- Marques de Casa Concha A classic with noble origins and innovative spirit, expressing perfect balance between heritage and innovation. Includes Super Premium and Ultra Premium tiers. Targeted at super premium wine consumers.
- Concha y Toro The Wine Premium wines in the Super Premium category featuring varieties like Carmenere, Cabernet Sauvignon, Sauvignon Blanc, and Malbec. Targeted at super premium wine consumers.
- Casillero del Diablo The legendary wine brand protecting exceptional wines, with the legend of the devil in the cellar. Includes sub-lines: Belight, Devil's Carnaval, Reserva, Reserva Especial, and Reserva Privada. Second most powerful wine brand worldwide. Targeted at premium wine consumers.
- Diablo Premium wines including Hard Fire (Blend), Volcanic Cab, Velvet Merlot, Luminous Rose, Golden Chardonnay, Crystal Sauvignon Blanc, Purple Malbec, Deep Carmenere, Black Cabernet Sauvignon, and Dark Red. Targeted at premium wine consumers.
- Frontera Versatile wines transforming everyday moments into something special. Includes Frutal and Regular lines. Targeted at mainstream wine consumers.
- Reservado Wines for enjoying simple moments easily and entertainingly. Includes Especiales (Moscato) and Regular lines. Targeted at mainstream wine consumers.
- Casillero del Diablo Devil's Brut Fine bubbles and bold character sparkling wine, featuring Devil's Brut Chardonnay. Targeted at celebration and sparkling wine consumers.
- Casillero del Diablo Sparkling Zero Bubbly, sophisticated, zero guilt sparkling wine with no alcohol. Targeted at celebration and zero-alcohol consumers.
- Devil's Carnaval Celebratory wines inspired by festival spirit, part of Casillero del Diablo. Includes Spectacular Cabernet, Fantastic Sweet, Phenomenal Sauvignon, and Fabulous Red. Targeted at celebration occasion consumers.
- Centro del Vino Concha y Toro Innovative enotourism destination opened July 2025 in Pirque, Santiago. Immersive 12,000+ m² facility combining wine, heritage, art, architecture, gastronomy, and sensory experiences. Features El Origen de una Leyenda immersive experience and historic Casillero del Diablo cellar. Targeted at wine tourists and cultural visitors.
Quantifiable outcome
- Don Melchor 2021 ranked #1 among world's best wines
- +2 more outcomes
Companies that use Concha y Toro
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Concha y Toro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Concha y Toro partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Manchester UnitedcoreStrategic partnership since 2010 - unprecedented in the global wine industry. Both Casillero del Diablo and Manchester United share devil imagery (Red Devils nickname). Agreement enables expansion and globalization of Chilean wine and Casillero del Diablo brand image globally. Actor Orlando Bloom is a known Manchester United supporter, reinforcing the natural connection.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Concha y Toro competitors and assessment
Company assessmentBroad incumbents
- E. & J. Gallo Winery: The world's largest wine producer by volume. Directly comparable as a multi-brand, multi-tier global wine manufacturer with broad distribution and a portfolio spanning value to premium tiers.
- LVMH (Moët Hennessy Wines & Spirits): Luxury conglomerate's wine and spirits division (Moët & Chandon, Dom Pérignon, Veuve Clicquot, Cloudy Bay). Comparable in operating iconic luxury wine brands globally with strong tourism and experiential offerings.
- Pernod Ricard: Global wine and spirits conglomerate owning Jacob's Creek, Brancott Estate, and Campo Viejo. Comparable as a multinational alcohol producer with premium wine brands and broad geographic distribution.
- Constellation Brands: Major global wine and beer company with brands including Robert Mondavi, Meiomi, and Kim Crawford. Comparable portfolio breadth and premium positioning across global markets.
Emerging players
- Casella Family Brands: Australian-owned global wine company behind Yellow Tail. Comparable as a wine company that built a globally dominant single brand with mass-market reach and lifestyle positioning.
Direct peers
- Treasury Wine Estates: Global multi-brand wine company owning Penfolds, Beringer, Wolf Blass, and 19 Crimes. Closely comparable as a publicly listed wine producer operating iconic luxury brands across 70+ countries.
- Viña Santa Rita: One of Chile's largest wine producers with premium brands including Casa Real and Floresta. Most direct comparable as a Chilean heritage winery with global distribution and wine tourism offerings.
- Accolade Wines: Global multi-brand wine company owning Hardys, Banrock Station, and Kumala. Comparable as a New World wine producer with broad global distribution and tiered brand portfolio.
Regional players
- Grupo Peñaflor: Major South American wine group owning Trapiche, Nicolás Catena Zapata, and Santa Julia. Comparable as a Latin American multi-brand wine producer with Argentine and Chilean operations and global distribution.
- Viña Montes (Viña Montes Apalta): Premium Chilean wine producer focused on icon wines like Montes Alpha and Montes Folly. Comparable as a Chilean competitor in the super-premium and icon wine categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Concha y Toro social profiles
Digital presenceConcha y Toro compliance and trust
Trust signalCompliance2 records
Concha y Toro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Concha y Toro leadership team
Management profileNumber of profiles
Profiles2 records
Concha y Toro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Concha y Toro M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Concha y Toro
What does Concha y Toro do?
Concha y Toro is a Chilean winemaker that produces and sells a portfolio of branded wines across luxury, super premium, premium, varietal, and sparkling tiers, including Don Melchor, Carmín de Peumo, Terrunyo, Amelia, Marques de Casa Concha, Casillero del Diablo, Diablo, Frontera, and Reservado. The company distributes these wines in 130+ countries via retailers, HORECA, and a direct-to-consumer e-commerce store, and complements wine sales with immersive wine tourism experiences at Centro del Vino in Pirque.
Is Concha y Toro a public or private company?
Concha y Toro is a private company. It is classified as public and is currently operating.
When was Concha y Toro founded?
Concha y Toro was founded in 1883. It employs 1,001 to 5,000 people.
Where is Concha y Toro based?
Concha y Toro is headquartered in Torre, Philippines, in the Asia region.
How does Concha y Toro make money?
Two revenue lines are on record. Wine Product Sales are the primary driver. The others are wine Tourism Experiences.
Who are Concha y Toro's main competitors?
Broad incumbents on record are E. & J. Gallo Winery, LVMH (Moët Hennessy Wines & Spirits), Pernod Ricard and Constellation Brands. Casella Family Brands is listed as an emerging player. Direct peers are Treasury Wine Estates, Viña Santa Rita and Accolade Wines. Regional players are Grupo Peñaflor and Viña Montes (Viña Montes Apalta).
Does Concha y Toro have an API?
No public API is recorded for Concha y Toro.
What industry is Concha y Toro in?
Concha y Toro's product category is Premium Wine Production. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 31213 and its SIC code is 2080.