Known for its 1.8-million-case Chilean namesake brand as well as the half-million-case Bonterra organic label from California, Viña Concha y Toro USA is targeting fine wine as a growth opportunity.

The company says its Origins Collection of higher-priced wines will see increased investment moving forward, including expanding its specialized sales force and bolstering on-premise visibility.The Origins Collection houses Viña Concha y Toro USA’s estate and icon wines from South America and California. From South America, the range includes Viña Don Melchor ($150), Marques de Casa Concha Heritage ($75), and Amelia ($60) from Chile, and Bodega Trivento Eolo ($100) from Argentina. From California, entries include Bonterra Organic Estates’ Single Vineyard Collection from Mendocino County—The Butler ($55), The McNab ($55), and The Roost ($45), all regenerative organic certified—as well as Sanctuary ($40) from Sonoma Coast and Alea Fina ($130) from Napa. Isabel Guilisasti, Viña Concha y Toro’s vice president of fine wine and global image, said the new push will see its fine wine specialists “bring the Origin Collection’s wines to life with unrivaled expertise. Extraordinary wines deserve extraordinary advocates.”

“Super-premium categories and above are winning,” Allison Wetsel, the company’s president, U.S. sales and wholesale, told SND. “In general, folks are drinking less but still drinking better quality. They make conscious choices based on ethics, healthy options, and enjoying small luxuries. When these options are accessible and clearly presented, they are willing to pay a little extra. Education is a key component.”

Among the appointments to the Origins Collection team are Sarah Maurantonio, California regional manager, tasked with driving on-premise visibility on the west coast; and Eduardo Hidalgo, regional manager Northeast, who will expedite growth on the east coast. Further appointments to the Origins Collection salesforce are on the docket for this fall. “The rising fine wine demand outpaces sales of table wine,” said Wetsel. “We’re uniquely positioned to offer extraordinary wines from exceptional terroirs in the new world. Specialists are pivotal in spearheading our fine wine growth.”

While table wine overall has been losing share in the U.S. lately, largely due to the steady decline at the below-$10 level, fine wines remain in growth, the company notes, with the $25 and up category increasing 4.4% in Circana-tracked off-premise channels in the 52 weeks through July 30. Concha y Toro’s U.S. unit has exemplified that premiumization trend. Operating under the Bonterra Organic Estates moniker, the business saw sales climb 3.4% to $157 million in 2022, despite a 16% volume decrease to 3.2 million cases.—Daniel Marsteller