Concha y Toro

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.

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

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

• Premium wine production
• Chilean winery operations
• Wine tourism experiences
• Luxury wine brands
• Sustainable viticulture

Headquarters

HQ city

Torre

HQ country

Philippines

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. 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

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Manchester UnitedcoreGTM or Marketing Partner · 1 January 2010Strategic 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

Broad 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

• Xx.com/conchaytoro
• Facebookfacebook.com/conchaytoro
• LinkedInlinkedin.com/company/concha-y-toro-group-shanghai

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Concha y Toro