As a new step in its strategy for strengthening its
distribution and work with its agents in key markets,
Concha y Toro announced today the opening of a commercial
office in Toronto, Canada. The new unit, Concha y Toro
Canada Ltd, is added to the company's recent
announcements in other strategic countries (Mexico, South
Africa) where, through the opening of own distribution and
commercial offices, the winery is seeking to strengthen the
marketing of its wines in countries showing attractive
growth potential for the Concha y Toro group.
In 2011, the sales of the Concha y Toro group in Canada
amounted to US$29 million, being the third most important
country for the company, after the USA and United Kingdom.
Concha y Toro currently leads the Chilean wines category
with a 36% market share.
The new office in Canada will focus its efforts on the
promotion of its wines and the development of the Canadian
market, building brands at the end-customer level and
promoting principally the portfolio of premium wines:
Casillero del Diablo, Marques de Casa Concha and Don
Melchor, plus the brands from the recently-acquired Fetzer
Vineyards of California. It also seeks to strengthen
relations with influential players in the Canadian
industry, a task that has been carried out for several
years through the successful work of its present
distributors.
The north zone export manager of Viña Concha y Toro, Thomas
Domeyko, said "Our direct presence in Canada through
Concha y Toro Canada Ltd. will enable us to give an
important drive to the value of our brands and to work our
portfolio of Chilean and Californian wines better,
capitalizing on the benefits and opportunities that this
market offers for the premium and superior wine
categories".
Further information:
In Canada the company distributes the complete rage of
all its brands, with a focus on Casillero del Diablo and
the winery's Wines of Origin.
Canada is the principal export market for the USA and
fifth for Chile.
The Canadian wine business functions through a
centralized system of independent purchases by each
province.
The average FOB price of Chilean wine exports to Canada
is US$40.42 per case, one of the highest in the industry,
with growth of 5.9% in 2011.
Concha y Toro Winery Inc is a Chile-based wine producer in Latin America. The Company owns approximately 10,800 hectares of vineyards in Chile, Argentina and the United States. Its renowned portfolio includes wines from these three origins, including icons Don Melchor and Almaviva, brands Marques de Casa Concha and Casillero del Diablo, and wines from its subsidiaries Cono Sur, Quinta de Maipo in Chile, and Trivento Bodegas and Fetzer Vineyards abroad. The Company carries out its operations directly through its subsidiaries, including Vina Cono Sur, Quinta de Maipo, Vina Maipo, Vina Maycas del Limari, Trivento Bodegas y Vinedos in Argentina, and Fetzer Vineyards in the USA. It participates in the distribution business through its subsidiaries VCT Chile, Concha y Toro UK Limited, VCT Brasil Importacion y Exportacion Limitada, Concha y Toro Sweden AB, Concha y Toro Finland OY, Concha y Toro Norway AS, VCT Group Asia, VCT Africa & Middle East and Concha y Toro Canada.
VIÑA CONCHA Y TORO S.A. 
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