Innovation brings excitement to the wine category and stimulate growth. By investing in innovation, we are able to help shape the future of wine, by retaining current, and recruiting new consumers into the wine category.
Innovation can help us to engage with younger adult consumers, increase relevancy and to drive category value for a sustainable business. Concha y Toro has been working both in the UK and globally on the innovation model to re-invigorate growth. Examples of our work are below
Concha y Toro took a major step in 2014 with the inauguration of a Centre for Research and Innovation in Maule, in the VII Region of Chile. This pioneering initiative, which required an initial investment of some $5 million, was designed to conduct applied research and develop new technologies in the areas of viticulture and oenology, seeking to contribute to the development and competitiveness of the wine industry in Chile and worldwide, providing knowledge and new developments that allow facing future challenges of this sector. Not only does the work at the Centre provide tremendous resource and direction to Concha y Toro's own product development, but it is also at the service of the Chilean wine business in general, to help with pioneering projects in the vineyard and in the winery
New blend and pack design doubles sales