Chile-based Viña Concha y Toro has U.S. volume of above 3 million cases annually, with its portfolio including both imported entries like its namesake brand as well as California labels like Bonterra and Fetzer.

After confronting a soft market last year as distributors and retailers pared back inventory, Concha y Toro got off to a strong start in the first quarter of this year, with U.S. sales jumping 37% to $37 million. The company’s lineup is primarily handled by RNDC and Breakthru within the wholesale tier.Allison Wetsel, president of sales and wholesale operations at Viña Concha y Toro USA, tells SND that flagship South American labels Frontera, Trivento, and Casillero del Diablo have led the charge so far this year, while Bonterra is also accelerating, up 16% in Circana channels through the first quarter.

“On-premise is really starting to take off again,” says Wetsel. “Year-to-date in the U.S. our portfolio is up 21%, with our luxury wines like Bonterra Single Vineyards up 11%. People are dining out more frequently, with the ‘drinking less but better’ trend moving from off- to on-premise. Trivento Malbec’s significant off-premise traction—up 27% in Circana channels—is also translating to the on-premise, up 6.5% year-to-date.”

Newer products are also contributing to Concha y Toro’s growth this year. Last year the company debuted a Bonterra Estate Collection of Regenerative Organic Certified (ROC) wines from its estate vineyards in Mendocino County, beginning with a Cabernet and Chardonnay and more recently adding a Red Blend and Sauvignon Blanc ($22). “This new tier is attracting new consumers to Bonterra and the growth has been impressive,” says Wetsel.

From the South America portfolio, the latest innovation is Chilean wine Diablo, which Wetsel says is seeing strong early results for its Sauvignon Blanc, Cabernet, and Red Blend. “From Argentina, we introduced Trivento White Malbec ($11) into select U.S. markets,” she adds. “This is a crystal-clear Malbec that is completely unique in the marketplace.”

Globally, Viña Concha y Toro saw sales grow 26% to $220 million in the first quarter, after posting a 4% dip to just under $900 million for full-year 2023. Global CEO Eduardo Guilisasti credits the rebound to “proactive measures implemented since September 2022 amidst global challenges, coupled with an improving international economic landscape.”

Among the changes, Guilisasti says the company has become more nimble in responding to unforeseen challenges. “We’ve adapted swiftly, becoming more resilient and agile,” he tells SND. “Our product launches are now more consumer-focused and customized for specific, targeted audiences.”

Viña Concha y Toro—Key Brands in the U.S. (thousands of 9-liter cases)
Brand	Origin	2022	2023	Percent Change2
Concha y Toro1	Chile	1,860	1,917	3.0%
Bonterra	California	477	469	-1.8%
Fetzer	California	319	268	-16.6%
Trivento	Argentina	123	142	15.9%
1000 Stories	California	90	79	-11.6%
Quarter Cut	California	55	68	24.7%
Total Key Brands		2,924	2,943	0.7%
1 Excludes Cono Sur and Anthony’s Hill. 2 Based on unrounded data. Source: IMPACT DATABANK © 2024