Concha y Toro
A Chilean wine group with vineyards and brands spanning South America, the United States, and international markets.
Last updated August 21, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Concha y Toro is a Chilean wine producer and international wine group headquartered in Santiago. Founded in 1883 by Melchor de Santiago Concha y Toro and his wife, Emiliana Subercaseaux, the winery began by importing Bordeaux grape varieties, including Cabernet Sauvignon, Sauvignon Blanc, Semillon, Merlot, and Carménère, for cultivation in Chile. Its origins are associated with prominent Chilean families, and descendants of the founding families remained connected with the company’s ownership, board, and management over subsequent generations. The company became a stock company in 1923 and began exporting wine to the Netherlands in 1933. During the middle of the twentieth century it expanded its vineyard holdings and adapted its production and commercial organization to serve growing domestic and overseas demand. Its portfolio developed across several price and quality tiers, allowing the group to sell accessible, mainstream, premium, and ultra-premium wines under distinct labels. Casillero del Diablo, introduced in 1966, became the company’s signature international brand. The label is associated with a cellar legend involving the supposed presence of the devil and has been used as a major platform for international marketing. Don Melchor, launched in 1987, became the company’s flagship ultra-premium Cabernet Sauvignon brand. Marques de Casa Concha is another internationally distributed premium line. The broader group has also included or developed brands and businesses such as Viña Maipo, Viña Cono Sur, Trivento Bodegas y Viñedos in Argentina, and Viña Almaviva, established through a partnership with Château Mouton Rothschild. Internationalization accelerated from the late twentieth century into the twenty-first century. The company introduced more advanced winemaking technology after partnering with U.S. importer Banfi Vintners in the 1980s, while also increasing the use of small French-oak barrels. It established a United Kingdom commercial and distribution office in 2001 and subsequently developed offices or operations serving numerous markets. In 2011 it acquired Fetzer Vineyards in the United States for a reported US$238 million, adding brands and vineyard businesses including Bonterra Vineyards, Five River Wines, Bel Arbor Winery, Jekel Vineyards, and Little Black Dress Wines. Concha y Toro’s production base extends beyond Chile. The company has vineyards in Chile, Argentina, and the United States, and the group has been described as one of Latin America’s largest wine producers and exporters. Its wines are distributed internationally, with the cited 2014 reference describing sales in more than 135 countries and annual volume above 33 million cases at that time. Its principal varieties include red grapes such as Cabernet Sauvignon, Merlot, and Carménère, and white varieties such as Chardonnay, Sauvignon Blanc, Semillon, and Gewürztraminer. The company has also used sports and media partnerships to build global recognition. In 2010 it signed a sponsorship agreement involving Manchester United, primarily through Casillero del Diablo. The company and related businesses have also been associated with Discovery Channel advertising, Major League Soccer sponsorship through Trivento, and a sponsorship agreement involving Inter Miami CF. Concha y Toro remains an active, publicly traded wine group with a portfolio spanning mass-premium through luxury offerings.
History
Concha y Toro was established in 1883 by Melchor de Santiago Concha y Toro and Emiliana Subercaseaux. The founders imported grape varieties from Bordeaux and planted them in Chile, including Cabernet Sauvignon, Sauvignon Blanc, Semillon, Merlot, and Carménère. The winery’s development was linked to influential nineteenth-century Chilean families, and members of the founding and related families continued to be associated with the company over time. The business was incorporated as a stock company in 1923. It began exporting wine in 1933, when an initial shipment was sent to Rotterdam in the Netherlands. From the 1950s onward, the company acquired additional vineyards and adjusted its production and commercial practices to address expanding demand and international market requirements. Its Pirque facilities in the Santiago Metropolitan Region retain historical references to the families and titles connected with the winery’s origins. The company’s modern brand architecture began to take shape in the second half of the twentieth century. Viña Maipo was acquired in 1968, while Casillero del Diablo was introduced in 1966 and became a central international label. Don Melchor, launched in 1987, extended the portfolio into ultra-premium wine. In the same period, a partnership with Banfi Vintners helped Concha y Toro adopt more advanced technology across production and increase its use of small French-oak barrels. The company’s shares began trading on the New York Stock Exchange in 1994, with that listing ending in 2018. The group expanded through new businesses and partnerships. Viña Cono Sur was created in 1993, Trivento Bodegas y Viñedos was established in Argentina in 1996, and a joint venture with Château Mouton Rothschild began producing Viña Almaviva in 1997. These developments broadened Concha y Toro from a Chile-focused winery into a multinational wine group with assets and brands in several countries. International commercial infrastructure expanded in the early twenty-first century. In 2001 the company opened a trade, logistics, and distribution office in the United Kingdom, followed by offices or market operations in countries including Brazil, Canada, China, the United States, Finland, Japan, Mexico, Norway, Singapore, South Africa, and Sweden. The 2011 acquisition of Fetzer Vineyards added a substantial U.S. platform and brands such as Bonterra Vineyards, Five River Wines, Bel Arbor Winery, Jekel Vineyards, and Little Black Dress Wines. Marketing became increasingly international as the company used sports and media properties to support brand awareness. A 2010 sponsorship agreement with Manchester United associated the club with Casillero del Diablo. The reference material also identifies Discovery Channel advertising and football sponsorship activity involving Trivento and Major League Soccer, as well as Inter Miami CF. By the period described in the cited company history, Concha y Toro had vineyards in Chile, Argentina, and the United States and distributed wines across a large global network. Its portfolio continued to combine high-volume international labels with premium and luxury wines such as Marques de Casa Concha and Don Melchor.
- 2011
Fetzer Vineyards acquired
[1]The company acquired Fetzer Vineyards in the United States and added several related wine businesses and brands.
- 2010
Manchester United sponsorship
[1]Concha y Toro signed a sponsorship agreement connecting Manchester United with Casillero del Diablo.
- 2001
United Kingdom distribution office opened
[1]The company opened a trade, logistics, and distribution office in the United Kingdom as part of its international expansion.
- 1997
Viña Almaviva joint venture begins
[1]Concha y Toro began a joint venture with Château Mouton Rothschild to produce Viña Almaviva.
- 1996
Trivento established in Argentina
[1]Trivento Bodegas y Viñedos was founded in Argentina, extending the group’s regional production base.
- 1994
New York Stock Exchange listing
[1]Shares of Viña Concha y Toro began trading on the New York Stock Exchange; the listing ended in 2018.
- 1993
Viña Cono Sur created
[1]The group created Viña Cono Sur as part of its broader portfolio expansion.
- 1987
Don Melchor launched
[1]Concha y Toro introduced Don Melchor, its first cited ultra-premium wine.
- 1968
Viña Maipo acquired
[1]The company expanded its Chilean portfolio through the acquisition of Viña Maipo.
- 1966
Casillero del Diablo introduced
[1]The company inaugurated the Casillero del Diablo brand, which later became its best-known international label.
Products and positioning
An international wine house covering mainstream, premium, and luxury price tiers, with Chilean heritage and a portfolio of globally marketed labels.
International wine brand · 1966
Casillero del Diablo
Introduced in 1966, Casillero del Diablo is Concha y Toro’s signature internationally marketed wine brand. Its identity draws on a cellar legend about a supposed devil guarding the wine stocks. The range is associated with widely distributed varietal wines and serves as one of the group’s principal consumer-facing labels.
Ultra-premium red wine · 1987
Don Melchor
Launched in 1987, Don Melchor was Concha y Toro’s first cited ultra-premium wine. It is principally associated with Cabernet Sauvignon and represents the group’s luxury positioning, vineyard expertise, and use of premium winemaking techniques.
Premium wine range
Marques de Casa Concha
Marques de Casa Concha is a premium range named within the company’s internationally distributed portfolio. It provides a bridge between mainstream global brands and the group’s ultra-premium offerings, with wines made from varieties including Cabernet Sauvignon, Merlot, Carménère, Chardonnay, and Sauvignon Blanc.
Luxury wine joint venture · 1997
Viña Almaviva
Viña Almaviva was developed through a joint venture between Concha y Toro and Château Mouton Rothschild beginning in 1997. The project extended the company’s presence into the high-end Bordeaux-influenced wine segment.
United States wine portfolio
Fetzer Vineyards portfolio
The Fetzer acquisition brought a group of U.S. wine businesses and labels into Concha y Toro, including Bonterra Vineyards, Five River Wines, Bel Arbor Winery, Jekel Vineyards, and Little Black Dress Wines.
Marketing campaigns
- 2010Manchester United partnership
United Kingdom · International
Concha y Toro used a sponsorship agreement with Manchester United to promote Casillero del Diablo through the global reach of the football club. The partnership linked the brand’s devil imagery and distinctive seal with Manchester United’s international audience.
Outcome. The relationship was described in the reference material as an extensive and successful partnership.
- Discovery Channel advertising
International
The company has used advertising on Discovery Channel as part of its international media activity.
- Football sponsorship through Trivento
United States · International
Trivento, the group’s Argentine subsidiary, has been associated with sponsorship activity in Major League Soccer and with Inter Miami CF.
Brand decisions
2011
Acquisition of Fetzer VineyardsM&ABackground
Concha y Toro sought to strengthen its position in the United States and add established American wine brands to its portfolio.
Action taken
It acquired Fetzer Vineyards and related businesses for a reported US$238 million.
Aftermath
The acquisition added U.S. vineyards and brands including Bonterra Vineyards, Five River Wines, Bel Arbor Winery, Jekel Vineyards, and Little Black Dress Wines.
Acquisition price. US$238 million (2011 transaction)
2001
International distribution expansionStrategyBackground
The company was moving from export-led growth toward a more direct international commercial and logistics network.
Action taken
It opened a trade, logistics, and distribution office in the United Kingdom and later established offices or operations in additional markets.
Aftermath
The group developed a broader multinational route to market for its portfolio.
1997
Viña Almaviva joint ventureM&ABackground
The company was expanding into higher-end international wine projects and sought a partnership with a major Bordeaux house.
Action taken
It began a joint venture with Château Mouton Rothschild to produce Viña Almaviva.
Aftermath
The partnership broadened Concha y Toro’s luxury-wine portfolio.
1987
Creation of the Don Melchor ultra-premium lineProduct launchBackground
Concha y Toro sought to extend its portfolio beyond high-volume and mainstream wines.
Action taken
It launched Don Melchor as its first cited ultra-premium wine.
Aftermath
Don Melchor became a flagship luxury offering associated with the company’s premium winemaking credentials.
1966
Launch of Casillero del DiabloProduct launchBackground
The company was developing branded wine lines that could support broader commercial distribution.
Action taken
It introduced Casillero del Diablo as a distinct branded wine range.
Aftermath
The label became one of Concha y Toro’s best-known international brands.
Recent events
Casillero del Diablo launches UK TV campaign[3]
Reported:
Concha Y Toro launched a TV advertising campaign for its flagship wine brand Casillero del Diablo. The 20-second advert was scheduled to run on ITV, Sky and Channel 4 in the run-up to Christmas.
Sources3 sources
Cite this profile: Cite the canonical profile. /brand-wiki/concha-y-toro · Editorial policy · How profiles are compiled