Thomas Domeyko, Export Director of Concha y Toro, Speaks to City Analysts About the Winery's International Expansion
LONDON, May 31, 2012 /PRNewswire/ --
Concha y Toro's Export Director Thomas Domeyko to City analysts and journalists during the London International Wine Fair about Concha y Toro's strong global market positioning as well as its plans to develop the US-based Fetzer Vineyards' brands, acquired by the Chilean winery in March 2011.
Concha y Toro is the leading wine producer in Latin America - the company represents 34% of Chilean wine sales and distributes to 135 countries. Having recently announced the opening of offices in Canada and South Africa, its number of employees has considerably grown - at the moment Concha y Toro employs more than 3,500 people in Chile, UK, the US, Brazil, Argentina, the Nordics and Singapore. With the acquisition of Fetzer Vineyards, Concha y Toro added to its credentials over 10,389 hectares of which 8,800ha are in Chile, 1,134ha in Argentina and 453ha in California. Additionally, Concha y Toro is the second largest wine company in the world in terms of vineyards ownership. Investing in its own vineyards and capacity is a central pillar of the business strategy. In terms of sustainability, the company's unique vineyard footprint give Concha y Toro access to a broad diversity of soils and demonstrates its commitment to the production of quality wines and innovation, highlighting Chile's world-class potential.
Key facts that secured Concha y Toro´s position in the global wine industry were its business model with a strategy focused on quality, brand building for premium wines and a strong distribution network. Thomas Domeyko highlighted in this meeting that the company's strategy of focusing on premium wines led by its Casillero del Diablo brand resulted in a compound annual growth rate (CAGR) of 15% from 2005 to 2011. "The development of a strong base at the premium level makes the case of Casillero del Diablo a quite unique story in the wine industry," explains Domeyko. In 2010 Casillero del Diablo became the official wine of the world famous football club, Manchester United, forming a strategic brand association well appreciated amongst the African, Latin American and Asian markets.
As part of the company plans of expansion, Thomas Domeyko also addressed that the acquisition of Fetzer will offer more growth opportunities for the company by adding a new origin and opening the doors to the productive market in California thus strengthening the commercial footprint in the North American market where Concha y Toro is one of the leaders among imported brands. Fetzer Vineyards remain among the top 10 best selling brands in the US market and it has been a leader in the development of sustainable practices over the last 20 years.
Concha y Toro has become Chile´s most important ambassador and it is well positioned to grow further in the future. Last week Concha y Toro was awarded the first place for the second year running in Drinks International's 'The World's Most Admired Wines' survey amongst other international recognitions.
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