Concha y Toro

19th century

The Concha y Toro winery was founded in 1883 by Melchor de Santiago Concha y Toro, a former Chilean Minister of Finance, together with his wife, Emiliana Subercaseaux. To establish the vineyard, grape varieties were imported from the Bordeaux region of France, including Cabernet Sauvignon, Sauvignon Blanc, Semillon, Merlot and Carménère.

The company's origins are linked to prominent Chilean families of the nineteenth century. Over time, ownership and management remained associated with descendants of the founding family as well as the Guilisasti and Larraín families. Among the members of the board has been Mariano Fontecilla de Santiago-Concha, diplomat and holder of the title of Marquess of Casa Concha, a descendant of the founder.

In 1999, the company's president, Alfonso Larraín Santa María, initiated proceedings in Spain to succeed to the title of Marquess of Larraín, which had been held by his family.

The company's vineyards and production facilities in Pirque, within the Santiago Metropolitan Region, are connected by internal roads bearing names such as Marqués de Casa Concha and Conde de la Conquista, reflecting elements of the historical background associated with the founding family.

20th century: expansion

The vineyard was incorporated as a stock company in 1923 and shares continue to be sold in the Santiago Stock Exchange. Concha y Toro began exporting wine in March 1933 to the port of Rotterdam, the Netherlands. In 1950, the winery began to acquire more vineyards and also began the process of adapting its business to new markets and meeting a higher demand.

In 1966, the Casillero del Diablo brand, the company's hallmark, was inaugurated, and in 1987 the company's first ultra-premium wine, Don Melchor, was launched. In the late 1960s the company began to expand: Viña Maipo was acquired in 1968; Viña Cono Sur created in 1993; Trivento Bodegas in Argentina founded in 1996; a joint venture with Château Mouton Rothschild for the production of Viña Almaviva began in 1997, among others.

In 1971, Eduardo Guilisasti Tagle became chairman of the board, who succeeded in expanding the company. In 1987, after partnering with U.S. importer Banfi Vintners, the company started to incorporate more advanced technology in all of its production stages. It also started using small French oak barriques. In 1994, shares of Viña Concha started trading on the New York Stock Exchange, until his cessation in 2018.

21st century: globalization

At the beginning of the 21st century, the company internationalized operations: in 2001 opened a trade, logistics and distribution office in United Kingdom, and then offices in other 11 countries: Brazil, Canada, China, United States, Finland, Japan, Mexico, Norway, Singapore, South Africa and Sweden, which would join the existing offices in Chile and Argentina. In 2010 a sponsorship agreement was signed with the English club Manchester United F.C. In this respect, Manchester United 2020 sponsorship director, Sean Jefferson, said: "Manchester United's relationship with Casillero del Diablo has been one of the most extensive and successful partnerships we ever had. The synergy between the two brands have led to a natural alliance", especially due to equivalence of their symbols and distinctive seals.