Viña Concha y Toro USA Sees Super-Premium, Luxury Tiers Drive Growth

Earlier this week, Viña Concha y Toro posted third-quarter wine sales up 10% to $250 million, driven by a 14% increase to $31 million in the U.S. market. For the nine months through September, Concha y Toro’s global wine sales were up 5% to $701 million on volume up 1% to 22 million 9-liter cases, while its U.S. business grew 4% to $105 million despite a 4% volume decline to 2.3 million cases. U.S. volume picked up in the third quarter, rising 6.5% to 650,000 cases.

Viña Concha y Toro USA president of sales and marketing Rodrigo Maturana told SND that the company saw “growth across all price tiers in the U.S. market, particularly within our super-premium and luxury segments. Leading the charge were domestic brands Bonterra and 1000 Stories, alongside imported brands Don Melchor and Casillero del Diablo.” He added that while market headwinds persist, the company is focusing on bright spots to deliver growth.

“One standout is Bonterra Ranch Wine which launched this past summer,” said Maturana. “Competing in the RTD space, it’s resonating with younger consumers and gaining traction quickly. The initial launch surpassed expectations by 30,000 9-liter cases in shipments during the first three months, and our retail partners across the country have expressed a lot of enthusiasm. Ranch Wine will continue to be a focus in 2026, and we’re looking forward to debuting two line extensions in the new year.”

Maturana added that Concha y Toro remains bullish on Casillero del Diablo’s partnership with the Mexican National Soccer Team, under which the brand launched a co-branded bottle with the tam this year. “It’s a great example of how we’re leaning into creative partnerships and innovative campaigns to engage consumers in new ways,” he said, noting that it’s also positioning the brand for the FIFA World Cup next year, which will be co-hosted by the U.S., Mexico, and Canada.

At the high end, icon wine Don Melchor was boosted last year by its selection as Wine Spectator’s Wine of the Year, and it’s continued to rise this year, with depletions up more than 200% to 3,100 cases in the year-to-date. “The brand’s momentum has been instrumental in elevating Chile’s position among the world’s leading producers in the super-premium and luxury wine segments, and has certainly been a bright spot for us here in the U.S.,” said Maturana. —Daniel Marsteller

Tagged : 1000 Stories, Bonterra, Concha y Toro, Don Melchor

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