FOCUS

ON
number 21 / january 2014

CONCHA Y TORO PAYS TRIBUTE TO

THREE DECADES OF ITS

ICONIC CABERNET

For the quality and consistency of its wines:

CONCHA Y TORO CHOSEN

WINERY OF THE YEAR 2013

Featuring some of its most iconic wines, the prestigious U.S. publication Wine & Spirits
once again recognized Concha y Toro as one of the Top 100 Wineries of the Year 2013.

(Lef to right): Jane Kettlewell, Public Relator of Creative Palate Communications; Joanne
Newborn, Field Marketing Manager of Excelsior Wine Company; and Marcelo Papa,
winemaker of Concha y Toro.

Concha y Toro was once again

recognized in the Hall of Fame of
Wine & Spirits magazine, being
chosen Winery of the Year for the
nineteenth time, along with other
renowned wineries in the world.
The award ceremony took place
on October 15, in San Francisco,
United States, and was attended by
enologist Marcelo Papa on behalf of
the company.
Each year, Wine & Spirits selects the
most outstanding wineries around
the globe for the quality of its wines,
continuously including Concha y Toro
since 1997. With 19 nominations as
Winery of the Year, the company
becomes one of the top three wineries
in the global ranking of this award,

the Hall of Fame, which is led by

Penfolds (Australia) with 23 awards,
followed by Concha y Toro (Chile)
and Chateau St Michelle (USA), both
with 19 nominations.
Patricio Tapia, specialized journalist
in charge of evaluating wines from
Chile, Argentina and Spain for Wine
& Spirits, stressed the importance of
being distinguished by this ranking:
It is undoubtedly the highest
recognition that our magazine can
give a winery. After tasting over twelve
thousand wines in a year, we have
chosen the best. It is a very complex
and, also, extensive selection, so to be
part of is quite an achievement.
Also, the reporter referred to the
19 nominations the company has
received as Winery of the Year, which
shows that the style of Concha y
Toros Origin Wines is something we

like in Wine & Spirits. But above all, it

is a sign of consistency.
The winter 2013 edition of the
magazine highlighted the prolific
2010 season in Chile, stating it
yielded some of the best red wines
ever produced in the country. The
three 2010 vintage wines featured
in this publication were Terrunyo
Cabernet
Sauvignon,
Terrunyo
Carmenere, and the iconic Carmenere
Carmn de Peumo.
The latter was a special favorite for
the wine-taster, who stated that the
freshest soils and delicate nature of
the 2010 season are behind what, to
me, is the best Carmn de Peumo to
date, adding: It is a new dimension
for Carmenere, strengthening Concha
y Toros leading position within
Bordeaux varieties in Chile.

33

Outstanding Participation of
Concha y Toro in Wine Vision
ALONG WITH OUTSTANDING FIGURES SUCH AS PIERO ANTINORI, MIGUEL TORRES AND DAN JAGO, THE
REPRESENTATIVE OF CONCHA Y TORO, CRISTIN LPEZ, SPOKE ABOUT THE CURRENT CHALLENGES OF THE
COMPANY AND THE INDUSTRY IN GENERAL.

Participating in important panels

during the international seminar Wine
Vision -held between November 18
and 20 at The London Film Museum in
London-, the Corporate Export Director
for Asia Cristin Lpez represented the
winery among prominent figures in the
global wine industry.
During the plenary session named
Where are the most successful wine
companies placing their bets for
the future? Cristin argued that it is
important to consider that Concha y
Toro is a global brand present in over
140 countries:
Our concern in Asia is to maintain
a structure to further strengthen

our distribution in all markets, with

special attention to those who are
still the main destinations, not only
for the company but for any exporting
country: U.K. and U.S. It is a mistake
to abandon the interest and focus
in the U.K., for example, and be
opportunistic in China, which is what
many companies are doing.
Our position on China is to build a
brand with commitment, presence
and investment, he added. For that
reason, we have been present in this
market for 15 years and today we are
forming a team of local executives that
allows us to understand and maximize
long-term opportunities to build our
brand in this territory.

Cristin was one of three panelists

invited to the closing session of the
seminar, and the most important of the
event, entitled Does the wine industry
needs to reinvent itself?, along with
two great exponents of the wine world:
Dan Jago (Tesco Stores) and Piero
Antinori (Marchesi Antinori).
Wine Vision was a unique
opportunity for important
executives from the wine industry
to interact at the highest level,
Concha y Toro being one of the
companies that could contribute
with its long term experience
in the region.

DON MELCHOR

Presents Its Three Decades Around the World

ICONIC CHILEAN CABERNET SAUVIGNON DON MELCHOR CELEBRATES THREE DECADES REVEALING AN
EXCLUSIVE COLLECTION OF 50 CASES IN A TOUR THAT INCLUDES THE MAJOR CITIES OF THE WORLD.

As a tribute to the history and tradition of this

renowned Chilean wine, Concha y Toro has decided
to launch Three Decades of Don Melchor, an
exclusive collection of 50 cases with six carefully
selected vintages.

The selection consists

of the vintages 1988, 1993, 1999,
2001, 2005 and 2007.
Each of these vintages is signed by their respective
enologist in charge: Goetz Von Gersdorff for
those of 1988 and 1993, and Enrique Tirado for
the 1999, 2001, 2005 and 2007 vintages. This
selection shows the extraordinary potential of
Don Melchor along its 23 editions and how the
expression of bright fruit remains in the wines
throughout the various years.

55

EXCELLENT AWARDS

FOR OUR WINES

THE FIRST TO
RECEIVE THREE DECADES
Officially presented in June at
Vinexpo France 2013 by Enrique
Tirado and renowned French advisor
Eric Boissenot who has participated
in the development of Don Melchor
since its first vintage in 1987 Three
Decades revealed its secrets with
an exclusive Master Class in which
the different vintages were tasted,
appreciating the history and tradition
of Chiles iconic Cabernet Sauvignon.

The next destination was

China, where the company
did a tour led by illustrious
winewriter Sophie Liu and
Corporate Export Director
for Asia Cristin Lpez.
The tour took place in September
and included a notable vertical
tasting of Don Melchor, meetings

with the media and interviews with

renowned local media in Shenzhen,
Guangzhou and Hangzhou, three
major economic cities in China.
Enrique Tirado praised the activity
saying: A vertical tasting allows you
to see the history of the wine and
how it has evolved over time. Its
like watching the same person at
different stages of his or her life.
Then it was the presentation in
Chile, where on December 10, and
before a select group of journalists
and sommeliers, the enologist led
an exclusive wine tasting event at the
Ritz-Carlton Santiago to present the
various vintages of this collection.
During this activity attendees were
able to see the enormous aging
potential of this Chilean icon,
confirming the faithful expression
of a Cabernet Sauvignon from an
exceptional terroir such as the
vineyard in Puente Alto.

92 pts
Best Chilean Cabernet
Sauvignon in 2013
Don Melchor 2009
Wine & Spirits - February 2014

92 pts
Best Chilean
Carmenere in 2013
Carmn de Peumo 2009
Wine & Spirits - February 2014

91 pts
Terrunyo
Cabernet Sauvignon 2010
Wine Spectator - December 2013

90 pts
Terrunyo
Sauvignon Blanc 2012
Wine Enthusiast - December 2013

91 pts
Terrunyo
Syrah 2009
Wine Enthusiast - September 2013

DON MELCHOR

GOES OUT TO
CONQUER THE WORLD
Brazil, Canada, United States and Mexico were among the destinations
that during the second half of this year could appreciate the quality and
consistency of this world-class Cabernet Sauvignon.

Winemaker Enrique Tirado tasting the 2009 vintage of Don Melchor in Montreal, September 2013.

Multiple tours, the highest recognitions and a positive

trade balance marked a successful year for Concha y
Toros iconic Cabernet Sauvignon. Brazil, Canada, United
States and Mexico were the markets in which Don Melchor
was present once again to show its latest vintage and
demonstrate its great potential.
DON MELCHOR 2009 ARRIVES IN BRAZIL
Being the third largest market in the world for Don
Melchor and a very responsive country when it comes to

premium wines, it was natural that the presentation of the

2009 vintage was a success. In August, and with a visit
to the cities of Sao Paulo and Rio de Janeiro, enologist
Enrique Tirado led the launch of the 23rd vintage.
In Rio de Janeiro, among other activities, the enologist
got together with major national media outlets at the
exclusive restaurant Fasano Al Mare, cataloging the
2009 as an extraordinary vintage, showing a good
expression of fresh fruit, big tannins, nice acidity, and
being elegant, well balance and fresh in the mouth,
revealing the best of Puente Alto.

Presentation of Don Melchor 2009 in Brazil, August 2013.

IN CONQUEST OF NORTH AMERICA

Between September and early October, the
enologists of this iconic wine, Enrique Tirado and
Tamara Baeremaecker, went into North American
territory to meet with local media, wine experts,
opinion leaders and distributors. Enrique visited
Canada and the United States, while Tamara took
charge of the Aztec country.

Vertical tasting of the iconic Cabernet Sauvignon in

the United States, October 2013.

With a journey that included the

cities of Vancouver, Montreal, Toronto
and Quebec, Enrique Tirado visited
Canada to present the 2009 vintage
before renowned Canadian journalists,
sommeliers and enologists, in what
was one of the most successful
tours for the brand.
Don Melchors enologist in Toronto, September 2013.

Some of the main activities of this tour were vertical

tastings, cocktails, wine pairing lunches and dinners,
one of the most important being an exclusive wine
tasting event led by Enrique in the loft of renowned
sommelier Philippe Lapeyrie. There, important
Canadian wine experts enjoyed a private vertical
tasting, which confirmed the remarkable consistency
of Don Melchor.
In the U.S., the winemaker visited major cities in the
states of California and Texas, which are the largest
markets in that country. Then, to close the tour, Tamara
arrived in Mexico City to participate in interviews with
local media and other activities.

Enrique Tirado in Canada, September 2013.

Distinguished Visitors

Come to Pirque
Chefs of the World get to know our wines

This visit took place on October 24 in the context of

the 5th version of the Worldwide Alliance International
Culinary Seminar, which was held at the end of this month
in Santiago and brought together the leading culinary
schools in 14 countries, including INACAP Technological
University of Chile.

Ana Teresa Prez, PR Coordinator at Colegio de Hospitalidad, Arte

Culinario y Turismo, U. San Francisco de Quito, Ecuador; and Antoine
Frmont, chef and member of the Institut Paul Bocuse, France.

Eminent chefs and renowned culinary school directors

from Mexico, Colombia, Peru, Ecuador, Chile, France,
Finland and Singapore visited the winerys facilities in
Puente Alto and Pirque to learn more about Chilean wine
and try our best musts.

After a tour of the premises of the

Puente Alto estate and the winery in Pirque,
and as a special surprise, the group enjoyed
a pleasant barbecue outdoors in the park
of the founders house.
During the event, Toh Chia Wee Zave, Singaporean chef,
said: Concha y Toro has put together a beautiful tour of the
winery. I think the company has not only been concerned
with promoting its wines, but also Chilean culture.

Canadian Wine Lovers Visit

Don Melchor

In early November, a group of

39 Canadian wine lovers visited
Concha y Toros Wine Center in
Pirque to meet with Don Melchors
enologist Enrique Tirado, and know
the details behind Chiles iconic
Cabernet Sauvignon.
After touring the founders house,
the park, the cellars including the
famous Casillero del Diablo, and
enjoying a tasting of the Marques
de Casa Concha and Terrunyo
lines, Enrique joined the group for
a tasting of the seven parcels of
the vineyard in Puente Alto, and
to involve them in the final blend

of Don Melchor. Also, these wine

lovers had the opportunity to try the
2009 vintage, the latest addition to
the range of this icon.
The perfection of Don Melchor,
its aging potential, the glamour
of Pirque, the history of Concha
y Toro and its founder, and the
way we have been welcomed,
created a very special atmosphere
that seduced us, said Luc
Rolland, member of SAQ, the
Canadian governmental association
responsible for the sale of alcohol
to the province of Quebec.

FROM THE U.K.:

Renowned Sommeliers

Ignacio Recabarren (center) with sommeliers from the U.K.

Travel to Chile and Argentina to

Learn More About Our Wines
Greeted by the main enologists of the company, between
November 10 and 18 seven sommeliers from the United Kingdom
visited the valleys of Maipo, Cachapoal and Casablanca
in Chile as well as the Mendoza province in Argentina,
immersing themselves in the wine culture of these regions.

Tastings led by our enologists, lunches and dinners,

Chilean-style barbecues and tours around Santiago,
Valparaso and Mendoza were some of the activities
enjoyed by these distinguished sommeliers, one of them
being Clement Robert, one of the most important wine
specialists in the U.K.
They were welcomed at the winerys Wine Center in Pirque
by winemakers Ignacio Recabarren and Enrique Tirado,
who led them in a tasting of ultra premium and iconic
wines of the company.
Clement Robert sommelier of prestigious London
restaurant Medlar was impressed by the evolution of
the Cabernet Sauvignon from Puente Alto: The three
vintages tasted (1997, 2012 and 2009) revealed, more
than anything, elegance. Don Melchor vintages 2002 and
2009 reminded me of some Tuscan wines, with a familiar
character, but also full of aromas, like the wines of Bulgaria
and Italian reds.
During the following days, this group of sommeliers
continued discovering our wines with a visit to the Peumo
estate in Cachapoal Valley, and the El Tringulo vineyard
in Casablanca Valley, eventually heading for the province
of Mendoza in Argentina where they went around the
facilities of Trivento Bodegas and tasted the wines from
the subsidiary of the company in the neighboring country.

In order to boost sales in the U.K. market,

Concha y Toro has focus on positioning its
wines of higher value in unique selling points, as
well as informing consumers of the quality and
convenience of choosing its products.
Also, the winery has been concerned with associating
different varieties to specific terroir, making distinctive
wines and representative of their origin, which is highly
valued in European markets.
Not being a wine producing country, England imports
products from around the world, therefore, in that
country consumers are prone to trying new wines and
trends, preferring dry wines and well balanced in terms
of fruit and acidity.

10

Chef Richard Sandoval:

Rediscovering the Charm of Latin America

In the context of the recent partnership

between the Marques de Casa Concha line
and Richard Sandoval, this prestigious
chef agreed to tell us part of his story and
the essence behind his style of cuisine.

Originally from Mexico and owner of multiple restaurants in

different parts of the world, Chef Richard Sandoval is now
a reference for international cuisine, particularly for Latin
American flavors. Some of his most famous restaurants are
Maya, Zcalo, Pampano, Ambar, and La Sanda,
each with its own signature style.
Wanting to enhance the convergence between high-level
gastronomy and wines of superior quality, super premium
line Marques de Casa Concha conceived a partnership with
this renowned chef, creating the new Food&Wine section
on its website www.marquesdecasaconcha.com. This
mini site contains recipes created by various international
chefs, including Richard Sandovals, which are paired with
wines of the traditional line.
Richard talked to us about the origin of his love for Latin
flavors, fine dining and cuisine, which in his opinion is
poorly represented throughout the world, so it has been my
goal to introduce it to every continent on Earth.

REINVENTING LATIN AMERICAN CUISINE

Combining ingredients of traditional, modern and coastal
Mexico with flavors of Asian cuisine, and even French, in
its various restaurants this chef seeks to reinvent Latin
American cuisine, which, according to him, still has
much to prove. I am a great admirer of Latin cuisine and
culture, so I have spent the last few years traveling to as
many countries in South America to learn as much as
possible, modernizing this cuisine using different culinary
techniques, he explains.

11

OUTSTANDING RECOGNITIONS FOR

MARQUES DE
CASA CONCHA

BUSINESS WITH PLCIDO DOMINGO

A great peculiarity of chef Richard Sandoval is
his partnership and friendship with renowned
Spanish tenor and conductor Plcido Domingo,
with whom he decided to open Pampano in
New York, a sophisticated restaurant dedicated to
contemporary Mexican cuisine.
About this, the chef tells us: Plcidos son and
I knew each other from Acapulco, where I grew
up and his family had a vacation home. Then, I
moved to New York, where they had a restaurant
that wasnt working very well, so they asked me for
ideas on revamping the place. Eventually, Plcido
and I met and Pampano came to life.

Among the 8 Best Syrah in the World

Top 100 Best Wines

Syrah 2010

We invite you to visit the new mini

site Food&Wine at Marques de
Casa Conchas website.

Wine Spectator - December 2013

100 Outstanding Values

Chardonnay 2011

Wine Spectator - December 2013

96 pts

Best Chilean Cabernet Sauvignon

Cabernet Sauvignon 2010
Limited Edition
Descorchados Wine Guide 2014 - October 2013

Best Chardonnay in the

World Under 15
Chardonnay 2011
Decanter World Wine Awards - September 2013

12

Marques de Casa Concha Presents

Its Cabernet Sauvignon 2010

Limited Edition

Concha y Toros super premium line wanted to surprise its fans

with a new Limited Edition wine with lower alcohol content and
developed using winemaking techniques from the 70s.

In a limited production of 1,800 bottles, Marques de Casa Concha

presents its exclusive Cabernet Sauvignon 2010, a wine that comes
from the companys vineyards in Puente Alto, located at the foot of
the Andes, and has been produced according to the winemaking
style of the 70 s.
This old winemaking technique determined that Cabernet
Sauvignon grapes should be harvested early and aged in 450-liter
French oak barrels used 5-6 times. This allowed the mix to rest for
30 months with little contact with the air to then stand in the bottle
another year, resulting in a fresh wine, with a lower alcohol content
(12.5) and strong notes of cassis, which in the palate has great
structure and rounded tannins.

THE BEST CHILEAN CABERNET SAUVIGNON

A few days after its release, this unique wine captured the eyes
of the domestic industry, being recognized as the Best Chilean
Cabernet Sauvignon by the Descorchados 2014 guide, the most
important wine publication in Chile, which gave it 96 points.
This fresh, lively wine, with low alcohol content and great
structure is perfectly in line with the international trend that aims
to produce more fresh and elegant wines, says Marcelo Papa,
enologist of Marques de Casa Concha.
This Limited Edition, whose bottles are signed by the winemaker,
was unveiled for the first time in London in October, where
Marcelo Papa presented it before specialized media and experts
from the U.K.

Today, Marques de Casa Concha

Cabernet Sauvignon 2010 Limited Edition
can be found exclusively in the British,
Brazilian and Chilean markets.

13

Casillero del Diablo

Launches New Products

LEGENDARY COLLECTION AND DEVILS COLLECTION, NOW AVAILABLE FOR THEIR DISTRIBUTION WORLDWIDE, ADD TO
THE RANGE OF THE RENOWNED WINE LINE, TAKING THE BRAND TO HIGHER LEVELS OF VALUE AND QUALITY.

DEVILS COLLECTION:
ITS TIME TO BE A DEVIL
Casillero del Diablo invites fans to try Devils Collection, a
wine that offers high quality, but with a different proposal,
far from the classics that we usually find in our table. In
its three new varieties: Devils Red, Devils White and
Devils Brut, this tempting line combines premium quality
wines with a unique presentation that includes a touch of
modernity and sophistication.
This new line consists of a selection of the best varieties,
offering friendly wines, ideal for those who, without being
experts, like to enjoy a good wine, explains Sebastin
Aguirre, marketing manager Premium Brands.

LEGENDARY COLLECTION:
THE UNION OF TWO LEGENDS
Commemorating the successful partnership with Manchester
United, Casillero del Diablo exclusively presents Legendary
Collection, a super premium Cabernet Sauvignon Limited
Edition. The bottles are signed by renowned players of the
English team, making each one special and unique.
A NEW IMAGE FOR
RESERVA PRIVADA
Casillero del Diablo launches a new image for the Reserva
Privada line worldwide, introducing a greater degree of
sophistication and elegance.

With gold lettering on a black background, this new

presentation refers to the quality of Casillero del Diablo
Reserva Privada in two varieties: Cabernet Sauvignon-Syrah
and Sauvignon Blanc.
This change in format includes a more conic design for the
bottle of the red variety, expressing the distinctive style of
this super premium wine. This revamped version of Reserva
Privada is now available for distribution globally.

For some time now the company was looking for a way to
symbolize the strategic alliance with Manchester United and
finally decided on what it does best: A wine of high quality
and representative of Chile, says Sebastin Aguirre.

One of the Best Chilean Cabernet

Sauvignon in 2013 / Best Buy
Cabernet Sauvignon 2012
Wine & Spirits
February 2014

Gold Medal
Carmenere 2012

International Wine Challenge 2014

December 2013

14

Casillero del Diablos

Wine Legend Movie

Campaign Excellent Implementations

England, Ireland, China, Mexico and Brazil were some of the locations that saw solid
and innovative implementations of Casillero del Diablos new campaign.
In England, the campaign was broadcast
through one of the nations largest television
stations. Also, a big number of displays and
stands were installed in subway stations in
London, while for the New Year celebrations
the commercial was broadcast on giant screens
in emblematic areas of the British capital,
such as Trafalgar Square and Parliament
Square. There were even taxis decorated with
graphics of the campaign circulating through
the streets of the city.
In Brazil and Mexico, the company put
advertisements in renowned restaurants and
magazines, and stands in exclusive dining
areas and malls, among others.

All these implementations

meant significant improvements
in sales of Casillero del Diablo globally.
That is how during the campaign sales
increased by 55% and 81% in England
and Brazil respectively.

Casillero del Diablo Among a

Dozen Leading Brands of 2013
In its latest edition, the British magazine
Drinks International announced the honor
roll called DI Dozen Outstanding Brands of
2013, which every year distinguishes brands,
companies and events that have really shone
in the last 12 months.
One of the 12 brands chosen in this ranking was
Casillero del Diablo, whose new advertising
campaign Wine Legend Movie has been
successfully disseminated in U.K. television,

press, activations in retail outlets and many

others, generating high expectation and a
strong growth in brand sales.
Recognizing the work done with this
campaign, the publication noted: While
many brands are reducing their investments
in the U.K., blaming a market saturated with
low margins, Casillero del Diablo is showing
that there is growth to be discovered.

15

New Interactive Campaign

Try to steal the worlds most valuable wine will be the mission of those
who participate in the new interactive video of the brand.

Concha y Toros famous line surprised

its fans again with the release of a flashy
interactive video, where participants
become the lead characters in the theft
one of the most valuable pieces of a
museum: A bottle of Casillero del Diablo.

This campaign was launched globally

in late August, and is available in major
markets where the wine line is sold. In
2014, it is expected to continue focusing
in the interactive campaign, which still
has great potential to develop.

To live this new experience, participants have to go to

www.winelegendmovie.com/interactive, where they can
also win a year of Casillero del Diablo.

Wine Legend Movie Campaign

Is Recognized by The Grocer

Just months after its launch, Casillero del Diablos new campaign
-based in a cinematic trailer style spot- did not go unnoticed.
Wine Legend Movie received an important recognition by the
prestigious British magazine The Grocer, which chose it as Top
Advertising Campaign 2013 in the category Wines.
Cinematographic is the best word to describe Casillero del Diablo
wines brilliant ad, which is essentially a trailer for an attractive
action movie. It looks fantastic, which makes it a shame that we
will never see the whole film, and its hard to believe that it will
not help bring further growth to the brand, said the magazine.
This TV commercial is being broadcast globally in major cable
television channels, cinemas and other media.

16

Marcelo Papas

Successful World Tour

SEVEN COUNTRIES WELCOMED THE WINEMAKER OF CASILLERO DEL DIABLO TO PRESENT THE LATEST NEWS
AND THE CONSISTENT QUALITY OF THIS FAMOUS WINE LINE.

London, September 2013.

Marcelo Papa (right) in front of the Mao Tse-Tung monument in Changsha, China, November
2013.

It started on September 3 in London.

There, Marcelo Papa

led wine tastings with

opportunity to present Devils Collection,

the new wine line from this brand.

and was the host of the Wine

In Bristol, 170 miles west of London,

the winemaker met with members of
Matthew Clark, the alcoholic beverages
distributor in the U.K., and unveiled
Casillero del Diablos new TV spot.

in honor of the launch of Casillero

del Diablos new campaign in
England, where the enologist took the

Later, in October, he visited the state of

California in the United States. There,
Marcelo Papa and the winerys chef
Ruth Van Waerebeek toured together

specialized media,

participated in interviews
Legend party held

United States, October 2013.

the cities of San Rafael, Sonoma, San

Francisco, San Diego and Los Angeles,
to carry out various events with
specialized media, consumers and
wine experts to promote the brand.
Among these activities, there were
launch events with the media, an
afternoon meeting with bloggers, a
meeting with the sommeliers of the
renowned U.S. magazine Wine &
Spirits, and Ruth even participated in a
famous wine & food radio show.

17

After leaving U.S. soil, Asia welcomed this

renowned enologist in November.

Marcelo Papa toured the

territory traveling to Sydney
in Australia, Taipei in Taiwan,
Tokyo and Osaka in Japan,
and Seoul in Korea
to have interviews with the media and meetings
with distributors and customers of Casillero del
Diablo in these markets.
In the final stretch of this world tour, the
winemaker traveled to China, visiting Qingdao,
Chengdu, Changsha and Macau, where he was
interviewed by national media and renowned
wine critic Lau Chi-Sun, in addition to attending
various wine dinners with opinion leaders.
The last stop was Hong Kong, where he made a
presentation at the Chinese University of Hong
Kong with more than 100 students, who had
the chance to try Casillero del Diablo.

The tour was a success,

and being able to show and
taste the brand with clients,
consumers, academics, renowned
wine critics and various
media was very rewarding, for
myself, Casillero del Diablo,
and Concha y Toro,
said Marcelo.

Marcelo Papa in front of the Macau Tower, China, October 2013.

The enologist at the Chinese University of Hong Kong, November 2013.

18

Concha y Toros Important

Advances and Recognitions in Sustainability

DURING 2013, CONCHA Y TORO TOOK IMPORTANT STEPS IN ITS SUSTAINABILITY STRATEGY,

PROMOTING VARIOUS INITIATIVES ON THE SUBJECT AND GAINING OUTSTANDING AWARDS, WHICH CONFIRM
ITS COMMITMENT TO PURSUE A SUSTAINABLE DEVELOPMENT OF ITS BUSINESS OVER TIME.

Cooperation Agreement
with CONAF

Sustainability Report 2012

In order to account for the most relevant aspects of its economic/financial,
social and environmental performance, Via Concha y Toro developed its
Sustainability Report 2012. This document was prepared under the Global
Reporting Initiative (GRI) methodology, conforming to the requirements of
application level A, the most complete in terms of information delivery.
The report aims to establish channels of communication and transparency to
all stakeholders that also constitutes a tool to report on progress and challenges
addressed by the company to consolidate a sustainable business model.

In order to quantify the positive effects

generated by its activity, Via Concha y
Toro, along with the Center for Global
Change at Pontificia Universidad
Catlica de Chile, conducted a
pioneering study in the global industry
to measure the carbon stock captured
in its vineyards and native forests. This
work found that the winery has more
than 367,000 tons of CO2 in stock, 56%
more than the emissions generated by
the company during 2012.
In December the company signed
a cooperation agreement with the
Ministry of Agriculture and the
National Forest Corporation (CONAF),
agreeing to provide this information
to the National Strategy for Forests
and Climate Change. This initiative
will support landholders to generate
carbon bonds tradable in domestic and
international markets.

The Winery Obtains

Sustainability Recertification
The winery and its subsidiaries successfully completed the audit of the
National Sustainability Code, obtaining the certification provided by the
trade association Vinos de Chile. After reaching the accreditation for its
vineyards in December 2012, and with 88% compliance, today the company
obtained recertification under this standard not only for its own its vineyards
and those of third parties, but also for its winemaking cellars and bottling
plants, as well as in the social sphere.

This recertification confirms Concha y Toros

commitment to sustainability throughout its
production chain, allowing it to adopt a
distinctive management position.

Leading Company in Climate

Change 2013
The fourth version of the ranking Leading Companies
on Climate Change, developed by Fundacin Chile and
Capital magazine, recognized Concha y Toro as one of the
companies that best manage Climate Change, including
it in the Golden Category.

The objective of this measure is to promote and highlight

success stories in the management of Climate Change in
Chile. Via Concha y Toro had an extraordinary participation,
integrating a select group of three companies in the Golden
Category, and was also awarded the special mention Leader
in Measuring the Carbon Footprint.

19

Specialties:

Fronteras new product family

FOR THOSE VENTURING INTO THE WORLD OF WINE OR FEEL EAGER TO TRY NEW THINGS, WE
PRESENT SPECIALTIES, AN EASY-DRINKING WINE AVAILABLE IN FIVE VARIETIES: LOS AUTNTICOS
TINTO AND BLANCO, PAS, PEDRO JIMENEZ AND CARMENERE.

Specialties complements Fronteras

existing portfolio with a friendly and
innovative wine proposal, ideal for
attracting a younger audience to the
world of wine. Besides Los Autnticos
Tinto and Blanco, this new line
includes three typical varieties of
Chile, in order to revive their potential
as wines: Pas, Pedro Jimenez and
Carmenere.
With an innovative presentation
inspired in drawings used in Popular
Lyre in the nineteenth and twentieth
centuries in Chile, Specialties tells
the story of its grapevines through
prose and illustrations.

In a simple and fun way, we tried to

revive Popular Lyre, a Chilean tradition
declared Memory of the World by
Unesco, explains Andrea Garcia,
Concha y Toros Marketing Manager
Varietal Brands.
The global launch of this product
took place in Chile in November with
interesting marketing activities, and is
available at retail outlets in the country
in the varieties Tinto and Blanco. It is
also ready for global distribution.

For more information, visit

www.fronteraspecialties.com
See video of the brand here

Silver Medal
Carmenere 2013

International Wine Challenge 2014

December 2013

To the Rescue of Wines with Magical Roots

IN ITS EFFORT TO REVIVE REPRESENTATIVE VARIETIES OF CHILE, SPECIALTIES WANTED TO PAY SPECIAL HOMAGE TO THE PAS AND PEDRO
JIMNEZ GRAPEVINES, DEMONSTRATING THE ENOLOGICAL VIRTUES OF EACH OF THEM.

Coming from a long farming tradition,

the Specialties Pas wine is born of
grapevines more than 70 years old
belonging to small producers, its
cultivation being a practice passed
down from generation to generation.
Every kilo of Pas grapes reflects the
history of these vineyards owners, who
work in their fields to deliver the grapes
at the end of the season, said Eduardo
Contardo, enologist of the winery.
Currently, because of the massive
insertion of French grapevines, the
Pas has lost ground in the Chilean
wine industry, being used in wines of
lesser quality. However, Concha y Toro
wanted to rescue this variety distinctive
of the Chilean land, incorporating a new
method of vinification: Thermoflash.

This system consists in using

temperature and vacuum, preventing
the must from acquiring the aromas and
flavors of the skins, resulting in wines
that are more fruity, crispy, aromatic
and pleasant in the mouth, says Jorge
Miranda, chief winemaker of Frontera.
Brought by the Spaniards to the New
World, the Pedro Jimnez grapevine has
adapted very well to the Mediterranean
climate of the IV Region, being cultivated
mostly in the sunny Limar Valley.
The winery has made a special effort
discovering the mineral typicity of this
variety, with more complex aromas,
related to the terroir from which they
come from, resulting in a different white,
light, fresh and modern, Miranda says.

20

CONCHA Y TORO IN THE WORLD

The Tour of Two Legends in Asia

Casillero del Diablo had a strong participation in a new tour the English team
Manchester United did in July around Asia.
China, Japan and Australia were among the countries included in this tour,
where different varieties of Casillero del Diablo were tasted in stadiums where
the matches were played. Also, the brand had a major appearance in the digital
boards during a game played in Japan before more than 100,000 people.
Finally, Manchester United made the traditional Meet and Greet where
representatives of Casillero del Diablo had the opportunity to share with players
and historical legends of the English team.

Trio Supports Chilean Art in England

Casillero del Diablo

Participates in Elephant Polo
Once again Casillero del Diablo is present in
international sport, but this time along Asian elephants.
In late August, the town of Hua Hin in Thailand hosted
the annual tournament Kings Cup Elephant Polo,
which raises funds for projects that aim to improve the
lives of elephants in the country.
A total of 16 international teams competed,
including a quartet of Diablos CDD and a team of
visitors from New Zealands All Blacks. Casillero
del Diablo was served to VIP guests during matches
and at a unique bar of the brand installed during the
gala dinner of the event.

A New Scholarship
Winner at WSET
Edwina Watson of the English Armit Wines storewas the winner of the annual scholarship that Concha
y Toro awards to travel to Chile, in recognition of her
outstanding performance in the Wine & Spirit Education
Trust (WSET) exams of 2013.
Many thanks to Concha y Toro for sponsoring this
scholarship. I am very excited about this trip, it makes
all the work of these past months worth it, said Edwina,
who will go to Chile and visit the vineyards and facilities
of the company in 2014.
This premium assemblage was the official sponsor of the artist Macarena
Yaez (MACAY) in the exhibition of her collages of street art at The Red
Gallery in London. In an exhibition called 11677.595km, opened to public
during August, the new emerging talent showed giant collages of paper,
and attendees were able to taste Trio at the inaugural event.
Trio is a wine concerned in supporting the countrys diverse artistic
expressions, and this is an example of the will of the brand to be present
for the arts both in Chile and abroad, said Lynn Balaresque, brand
manager of Trio.

(Left to right): Ben Smith, Head of Communications of Concha y Toro UK;

Edwina Watson; and Jancis Robinson, Master of Wine in England.

21

CONCHA Y TORO IN THE WORLD

Casillero del Diablo Sponsors International Golf
For seventh consecutive year, Casillero del Diablo was the official wine of the
renowned golf championship WGC- HSBC Champions, held in Shanghai in
October and November.
Local guests, spectators and fans tasted the different varieties of Casillero del
Diablo. Also, the brand was present through graphic material placed in different
parts of the golf course, and its campaign Wine Legend Movie was shown at
jumbotrons installed on site.
After four exciting days, American Dustin Johnson took the title, establishing
himself as one of the top 5 best players in the world.

Halloween Celebrations
in the World
With activations in several countries, Casillero del
Diablo celebrated Halloween with striking POS
implementations, and fun costume parties full of
entertainment and good company.
These activities took place in Asia, the U.S. and Brazil,
and were attended by Casillero del Diablos clients,
consumers and executives.

Digital Wine Communications

Conference in Spain
In the context of the Digital Wine Communications Conference held
in late October in Logrono, Spain, and under the name The Fine
Flavors of Chile, Concha y Toro led a master tasting which showed
a comprehensive view of its wine portfolio as well as the various
terroirs and flavors that Chile has to offer.
About 280 people from around the world attended the conference,
gathering around wine communication in all its forms. Marques de
Casa Concha Pinot Noir and Don Melchor 2009, the latest vintage of
the iconic Cabernet Sauvignon, particularly surprised attendees of the
Master Class conducted by the winery.

Concha y Toro Supports Victims of Typhoon

in Philippines
Knowing the difficult situation faced by millions of people who were victims of typhoon
Yolanda, which hit central Philippines on November 8, the winery decided to make a
direct contribution to the charity ABS- CBN Foundation, responsible for providing food,
shelter, clothing and drinkable water to those who were most affected by this disaster.
VCT Asia Commercial Executive Mario Aguado, who delivered the donation, said: In
Chile we are no strangers to natural disasters, having experienced an earthquake in 2010
that caused great devastation. So when we learned of the extent of the destruction caused
by Typhoon Yolanda, we felt a connection and are very willing to make a contribution to
the relief efforts that are now underway.

22

Puente Alto Children

Learn Soccer with

Manchester United Coaches

Discipline, commitment, teamwork and new soccer techniques were some of the things that parents
and children of Puente Alto learned during their training with Manchester United coaches, who
were brought to Chile by Casillero del Diablo.
Jamie Fitzpatrick, Steven Tootill and Andy Cunningham are the three
coaches from the Manchester United Soccer Schools (MUSS), who
visited Chile between December 7 and 8 to lead four exclusive soccer
clinics for parents and children.
These soccer schools took place in the framework of the strategic
partnership signed in 2010 between Concha y Toro and the
English team, which turned the winery into the official sponsor of
Manchester United.
On Sunday afternoon the coaches shared all their experience and
tactics with 48 children from the soccer team of Puente Alto, at the
sports complex Amador Donoso of that commune. This sports activity
showed Concha y Toros commitment with the communities adjacent
to its estates and facilities, becoming an active agent in the promotion
of a better quality of life for those living there.
The English coach Jamie Fitzpatrick, who was visiting Chile and
South America for the first time, said: It has been a great experience
coming to Puente Alto and having the opportunity to work with these
young players, seeing them enjoy this experience and giving them the
opportunity to be part of the Manchester United Soccer School.

The MUSS have been

conducted in over 80 countries,
such as Japan, South Africa and
India, this being the first time they
are carried out in Chile.

Concha y Toro

Makes Donation to Corinto

In a ceremony led by the Mayor of Pencahue Lucy

Lara and attended by the President of Via Concha
y Toro Alfonso Larran, local authorities, families
and students of Corinto, the winery donated a van
to transport patients to the Rural Health Center and
computers for the Primary School of said town.
It is here in Corinto, near our production operation
in the Lourdes cellar and the Pencahue vineyards,
where Concha y Toro wants to materialize with a
very concrete contribution its commitment to this
community. This van and these computers will
certainly improve the quality of life of the community
of Corinto, said Alfonso Larran.

23

OBTAINS HIGHEST SCORES IN

THE 2014 DESCORCHADOS WINE GUIDE

THE BIG WINNERS

Best
Cabernet
Sauvignon
from Chile

Best
Carmenere
from Chile

pts

pts

Terrunyo
Cabernet Sauvignon 2011

Terrunyo
Syrah 2012

Terrunyo

Sauvignon Blanc 2012

Terrunyo

Riesling 2012

Marques de Casa Concha Marques de Casa Concha Marques de Casa Concha Marques de Casa Concha
Cabernet Sauvignon 2011

Sauvignon Blanc 2013

Chardonnay 2012

Carmenere 2011

Gran Reserva Serie Riberas

Sauvignon Blanc 2013

Gran Reserva Serie Riberas

Merlot 2011