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Concha Y Toro is 2014 Most Powerful Wine Brand

Date Published: Mar 9, 2017 1:20pm
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Concha Y Toro is 2014 Most Powerful Wine Brand

With a meteoric rise of eight places over last year’s ranking, Viña Concha y Toro has ascended to the No. 1 position in the 2014 “Power 100: Most Powerful Wine Brands,” prepared by British consultancy, Intangible Business.

Concha y Toro has enjoyed a consistent presence in the Power 100 ranking of the world’s leading spirits and wine brands since 2006. In 2014, however, it has attained the No. 1 spot, unseating such well-known competitors such as Gallo and Robert Mondavi in the U.S. and Australians Hardy’s and Jacob’s Creek. Global brand awareness and market share have combined to boost Concha y Toro’s overall ranking.

“This recognition reinforces the global position, visibility and image that Concha y Toro has worked so hard and for so long to achieve. Over the years our market-focused commercial strategy has enabled us to expand in volume, awareness and reach. Collectively, these attributes have earned us our leadership position. It is a major accomplishment, not only for Concha y Toro, but for Chile and the entire South American wine industry,” said Eduardo Guilisasti, Chief Executive Officer of Viña Concha y Toro.

“Chile’s Concha y Toro has leapt up the rankings to take the sector’s leading spot thanks to consistent quality across a wide range of varieties and styles,” said Stuart Whitwell, Joint Managing Director, Intangible Business.

A panel of experts from the wine and spirits industry, with vast financial and commercial knowledge, analyzed over 10,000 brands from all over the world to produce a list of the top 100 most powerful brands. The study defines powerful as a brand that has the ability to generate value for its owners. This value is defined by parameters including share of market, brand growth, price positioning, market scope, brand awareness and relevancy as well as heritage and perception.

Concha y Toro’s long history dating back in 1883 reveals a passionate commitment to producing quality wines. This constant dedication to excellence has gone hand in hand with a tradition of entrepreneurship, vision and work which continues to this day and enables the company to respond to the new challenges posed by a dynamic industry. From Chile to the rest of the world – by developing the diversity of soils, climates and natural riches of the country’s geography – the winery has become a major global player with presence in more than 137 countries, offering unique, enriching wine experiences to those who choose its products.

Throughout its history the winery’s philosophy has been linked to caring and respecting the environment, leading it to develop a business model committed to sustainable development and to making significant efforts for its wine production to be in harmony with its surroundings. In the Philippines, eight out of twelve Concha Y Toro wine brands are available: Carmin de Peumo, Amelia, Don Melchor, Marques, Trio, Casillero del Diablo, Sunrise, and Frontera. Find these in all major supermarkets and select restaurants nationwide.

Concha Y Toro is exclusively distributed by Fly Ace Corporation.

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