Concha y Toro - leading wine producer in Latin America - focuses efforts on high-end labels and the results of the strategy are already showing in numbers.
The Reservado, priced around R$40, continues to be Concha y Toro's best-selling wine in Brazil, with 18 million bottles a year. But the Chilean company – the largest wine exporter in Latin America and the third largest producer in the world by volume – is now betting on the Brazilian potential for the consumption of premium labels, from R$150.
The plan to take the country from fourth to first place in the . . .