NEWS
CONCHA Y TORO IN PARTNERSHIP WITH WULIANGYE TO GROW PRESENCE IN CHINA & ASIA
By Tony Zhu
19-12-2024
Source: Concha Y Toro/Wuliangye
Leading Chilean wine maker Concha y Toro is collaborating with leading Chinese baijiu group Wuliangye to grow its presence in China and Asia.
The two companies have signed a memorandum of understanding (MoU) for the partnership involving all aspects of sales and marketing.
The companies said in a statement that they have “reached cooperation intentions in terms of establishing sales channels, market promotion and brand building.”
The first such collaboration project involves the marketing of the Don Melchor brand, one of Concha y Toro’s flagship brands.
The two companies will be marketing the limited edition of a gift pack in China containing a bottle of Don Melchor wine and a bottle of Wuliangye Ziqidonglai baijiu.
Ten thousand of the first edition of ths gift pack will be available to meet surging demands expected ahead of Chinese new year which will fall on 19 January 2025.
“Wuliangye is a 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,” said a spokesman of Concha y Toro.
“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,” he added.
(the writer can be contacted at: info@thewinechronicle.com)
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