Concha y Toro targets premium wine growth in Peru

Viña Concha y Toro S.A. is expanding the footprint of its flagship label Don Melchor in Peru through targeted luxury channels. The brand maintained its sales levels in the country during the first half of 2026, supported by momentum from its 2021 vintage, which was previously ranked number one globally by Wine Spectator.

Peru receives an annual allocation of 250 nine-liter cases of Don Melchor. Total global supply remains limited by its 125-hectare vineyard, which produces between 14,000 and 15,000 twelve-bottle cases annually, with harvests fluctuating by 10% to 15% depending on seasonal conditions. While volume growth is constrained, the company projects that Peru could double its current intake over a ten-year horizon.

Commercial distribution in Peru focuses strictly on premium spaces rather than supermarkets. Restaurants and hotels account for approximately 50% of sales, with the remainder sold through specialty retail and its e-commerce partner Wine Concierge. On the production side, the company continues its plot-specific series, following the release of the 2022 vintage DM/01 from plot number one with an upcoming 2023 vintage primarily sourced from plot number five.