Tuesday, July 21, 2009

Concha y Toro Winery

Our last visit in Chile was definitely the most ... intoxicating!
We spend Friday at Concha y Toro, one of the world's largest wineries.

We took a guided tour of their facilities offered to the public, and got
to see their marketing plan in action. Their major focus in recent
years has been the global relaunch of their "Casillero del Diablo" brand
(which translates to "The Devil's Cellar"). The tour included a visit
to the Casillero del Diablo, and a sighting of the devil himself! They
shared the story of how the original owner was plagued by theft in his
wine cellar, so he started a rumor that the devil lived there -- thereby
deterring theft and creating a legacy that has stayed with the company
for over 120 years. After the tour, the group was given a presentation
focusing on the marketing efforts of the Casillero del Diablo brand
with focus on their global product relaunch that has been very

Then - we were treated to a wine tasting of a variety of wines, ranging
from a fruity, oaky chardonnay to a full-bodied Cabernet Sauvignon. We
were also taught the proper way to taste wine, which is:

1. Look at the wine, focusing on color, clarity, and the tiers that it
leaves on the glass.
2. Smell the wine, trying to pick out the scents of oak, fruit, coffee,
3. Taste the wine. And then taste it some more. :)

All in all, it was a great visit to a very successful company where we
got to hear about their marketing plan, see it in action, and
"experience" their end product.

Team 8
Joe, Tiffany, Hai, Linda, David

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