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(Image: Viña Concha y Toro)

(Image: Viña Concha y Toro)

Chile: Viña Concha y Toro signs agreement with chinese company Wuliangye

Chilean wine producer Viña Concha y Toro has entered into a collaboration agreement with Chinese beverage giant Wuliangye to strengthen their presence in the Asian market. The partnership includes the creation of a gift pack featuring the 2021 vintage of Don Melchor, one of Chile’s most renowned wines, paired with Wuliangye, the leading spirit in China.

The agreement was officially signed during the opening ceremony of ‘Chengdu Chile Week 2024,’ marking a significant milestone in the long-term cooperative relationship between the two companies. The collaboration aims to blend the iconic Chilean wine with the rich heritage of Chinese Baijiu, symbolizing a cultural and industrial exchange between the two nations.

Wuliangye, whose 2023 sales are estimated at €12 billion, is projected to achieve €13 billion in net sales by the end of 2024, underscoring the scale and influence of the partnership.

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Peter Schmitz, Director of ProWein, and Prof. Simone Loose, Head of the Institute for Wine and Beverage Business at Geisenheim University. (Images: ProWein / Messe Düsseldorf / Geisenheim University)