Concha y Toro is working with Chinese beverage-alcohol group Wuliangye to build on the Chilean wine major’s presence in China.
The two companies have signed an MoU to “collaborate” in the market.
In a statement, the companies said they had “reached cooperation intentions in terms of establishing sales channels, market promotion, and brand building”.
The partners’ first project involves Don Melchor, one of Concha y Toro’s flagship brands.
They are selling a gift pack in China that contains a bottle of Don Melchor and of Wuliangye Ziqidonglai baijiu. The first edition of the gift box is limited to 10,000 sets and will be marketed in mainland China, a Concha y Toro spokesperson told Just Drinks.
The spokesperson described baijiu as “the most representative Chinese liquor, tied closely with traditional culture” in China.
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By GlobalData“Wuliangye is the top Chinese baijiu brand and Concha y Toro group is the largest wine producer in South America. The collaboration not only showcases a top-tier partnership across the liquor industry but also serves as a fusion of Chilean and Chinese culture,” the spokesperson said.
“For Concha y Toro, this cross-border cooperation presents an opportunity to get closer with traditional baijiu consumers and further diversify wine consumption scenarios in the Chinese market.”
Asked if the companies had any other firm plans to work together, the spokesperson added: “So far, it is only this step.”
