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CHILE<br />
ECONOMY<br />
“The company believes this is a competitive advantage<br />
as it allows it to work directly with customers<br />
and effectively execute the sales and marketing<br />
strategy in key markets. In addition, we seek to<br />
be present in a variety of markets through trips<br />
and attendance of exhibitions”, Concha y Toro told<br />
Gilbert & Gaillard.<br />
The company markets its wines across the categories,<br />
but for the last five years it has embarked on<br />
a strategy of premiunisation for its portfolio and<br />
already half of its sales comes from premium or<br />
superior quality wines. Its main brand is Casillero<br />
del Diablo, which has its own line extensions, such<br />
as Casillero del Diablo Reserva Privada. The iconic<br />
brand is Don Melchor, which has recently shown<br />
strong growth in several markets. Other relevant<br />
brands are Diablo and Marqués de Casa Concha.<br />
Concha y Toro attributes its export success to a<br />
combination of two factors: having good free trade<br />
agreements to open new markets, and positioning<br />
globally recognised brands through a commercial<br />
strategy that allows them to be on tables across<br />
the world.<br />
BY THE END OF 2022, THE MAIN MARKETS FOR CHILEAN WINES BY VALUE WERE CHINA,<br />
BRAZIL, THE UN<strong>IT</strong>ED KINGDOM, THE UN<strong>IT</strong>ED STATES AND CANADA<br />
ACW GROUP, W<strong>IT</strong>H VIÑA ARESTI, EXPORTS TO MORE THAN 40 COUNTRIES<br />
ACW GROUP, PRICES FOR ALL<br />
TYPES OF CONSUMERS<br />
Located in the Curicó Valley, Viña Aresti made its<br />
competitive breakthrough in 1999, when it began<br />
exporting bottled wine. At first it did so with<br />
the Aresti brand and in 2006 it added the global<br />
launch of its Espíritu de Chile label. Nowadays,<br />
as the ACW Group (Aresti Chile Wine), it exports<br />
to more than 40 countries, with an important<br />
presence in Japan, Finland and Ireland, among<br />
other markets.<br />
“At Viña Aresti we export a wide variety of high<br />
quality wines made from grape varieties recognised<br />
in Chile and across the world such as<br />
Cabernet Sauvignon, Carmenere, Sauvignon<br />
Blanc and Chardonnay. Some of our main lines are<br />
Trisquel Gran Reserva, Trisquel Series and Family<br />
Collection”, explains the company.<br />
For marketing its wines, the company has strategic<br />
partners in different export markets, including<br />
SUMMER 2023 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE<br />
105
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