Chilean Wine Concha y Toro Establishes New Independent Brand "Viña Amelia"
Concha y Toro, Chile's largest wine producer, has established "Viña Amelia" as a new independent subsidiary within its group. This strategic move aims for sustainable growth in the global premium wine market by focusing on Chardonnay and Pinot Noir, deepening specialization, and clarifying brand identity.
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- 📰 Published: April 30, 2026 at 21:03
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Nihon Liquor Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Kazuhisa Nishimura), the authorized importer and distributor, announced that Concha y Toro, Chile's largest wine producer and one of the world's leading wine groups, has established "Viña Amelia" as a new independent subsidiary within its group.
Until now, Amelia has been developed as a brand of Concha y Toro, but with this decision, it will move forward to a new stage as "Viña Amelia."
The birth of Viña Amelia, Chile's first winery dedicated exclusively to two grape varieties, Chardonnay and Pinot Noir, and expanding into international markets, is a strategic initiative aimed at sustainable growth in the global premium wine market, centered on deepening specialization and clarifying brand identity.
A New Milestone in the Premiumization Strategy
Eduardo Guilisasti, General Manager of Viña Concha y Toro, stated:
"The establishment of Viña Amelia is a new milestone in our premiumization strategy, which we have consistently pursued for over a decade. It embodies our conviction that the future of fine wine is built on specialization, origin, and a clear identity."
He further commented on the Limarí Valley, especially the Quebrada Seca Vineyard:
"After many years of research and validation, it has become clear that Quebrada Seca possesses a very special terroir for Chardonnay and Pinot Noir. It is unique in terms of climate, soil, and oceanic influence, and we believe its importance is comparable to Maipo Valley/Puente Alto for Don Melchor."
Isabel Guilisasti, Vice President overseeing the Fine Wine Division, explained the independence as follows:
"The establishment of Viña Amelia is a bold challenge that responds to the global trend of 'specialization' in premium wines.
By highlighting the extremely distinctive terroir of the Limarí Valley, we aim to stand alongside the world's top Chardonnay and Pinot Noir producers."
Across the New World, very few projects are dedicated exclusively to these two varieties. Among them, Viña Amelia marks a milestone as the first 100% Chilean project specialized in Chardonnay and Pinot Noir.
Quebrada Seca – Extreme Terroir
The history of Amelia has been consistently specialized in Chardonnay and Pinot Noir since its inception. After experiences in the Casablanca Valley, since the release of its first vintage in the Limar1 Valley in 2017, the brand's identity has become inseparable from the unparalleled terroir of Quebrada Seca.
Influenced by the Pacific Ocean and the Humboldt Current, this vineyard with calcareous clay soils produces wines that combine freshness, tension, depth of flavor, excellent aging potential, minerality, and elegance.
Located just 23km from the Pacific Ocean, at the entrance to the Atacama Desert, Chile's northernmost wine region continues to gain international recognition.
To elevate the potential of this terroir to the next stage, Marcelo Papa, a leading Chilean winemaker who has contributed to enhancing the international reputation of Chilean wine, has been appointed as the Technical Director of Viña Amelia in this new phase of the project.
Against the backdrop of increasing consumers who value authenticity, clear origin, and specialization, the global premium wine market continues its sustainable growth.
The independence of Viña Amelia responds to this trend, establishing a clear and differentiated position as a new symbol of premium Chilean wine.
Technical Director Marcelo Papa
About Concha y Toro
With over 140 years of history, Concha y Toro is Latin America's largest wine exporter and a global leader supplying wine to over 130 countries worldwide.
It develops numerous global brands based on quality, innovation, and sustainability, and obtained B Corporation certification in 2021.
■ Product Information
Amelia Chardonnay 2021 Suggested Retail Price 7,700 yen (tax included)
Amelia Chardonnay 2024 Suggested Retail Price 9,900 yen (tax included)
Amelia Pinot Noir 2021 Suggested Retail Price 7,700 yen (tax included)
Volume: 75 each
Until now, Amelia has been developed as a brand of Concha y Toro, but with this decision, it will move forward to a new stage as "Viña Amelia."
The birth of Viña Amelia, Chile's first winery dedicated exclusively to two grape varieties, Chardonnay and Pinot Noir, and expanding into international markets, is a strategic initiative aimed at sustainable growth in the global premium wine market, centered on deepening specialization and clarifying brand identity.
A New Milestone in the Premiumization Strategy
Eduardo Guilisasti, General Manager of Viña Concha y Toro, stated:
"The establishment of Viña Amelia is a new milestone in our premiumization strategy, which we have consistently pursued for over a decade. It embodies our conviction that the future of fine wine is built on specialization, origin, and a clear identity."
He further commented on the Limarí Valley, especially the Quebrada Seca Vineyard:
"After many years of research and validation, it has become clear that Quebrada Seca possesses a very special terroir for Chardonnay and Pinot Noir. It is unique in terms of climate, soil, and oceanic influence, and we believe its importance is comparable to Maipo Valley/Puente Alto for Don Melchor."
Isabel Guilisasti, Vice President overseeing the Fine Wine Division, explained the independence as follows:
"The establishment of Viña Amelia is a bold challenge that responds to the global trend of 'specialization' in premium wines.
By highlighting the extremely distinctive terroir of the Limarí Valley, we aim to stand alongside the world's top Chardonnay and Pinot Noir producers."
Across the New World, very few projects are dedicated exclusively to these two varieties. Among them, Viña Amelia marks a milestone as the first 100% Chilean project specialized in Chardonnay and Pinot Noir.
Quebrada Seca – Extreme Terroir
The history of Amelia has been consistently specialized in Chardonnay and Pinot Noir since its inception. After experiences in the Casablanca Valley, since the release of its first vintage in the Limar1 Valley in 2017, the brand's identity has become inseparable from the unparalleled terroir of Quebrada Seca.
Influenced by the Pacific Ocean and the Humboldt Current, this vineyard with calcareous clay soils produces wines that combine freshness, tension, depth of flavor, excellent aging potential, minerality, and elegance.
Located just 23km from the Pacific Ocean, at the entrance to the Atacama Desert, Chile's northernmost wine region continues to gain international recognition.
To elevate the potential of this terroir to the next stage, Marcelo Papa, a leading Chilean winemaker who has contributed to enhancing the international reputation of Chilean wine, has been appointed as the Technical Director of Viña Amelia in this new phase of the project.
Against the backdrop of increasing consumers who value authenticity, clear origin, and specialization, the global premium wine market continues its sustainable growth.
The independence of Viña Amelia responds to this trend, establishing a clear and differentiated position as a new symbol of premium Chilean wine.
Technical Director Marcelo Papa
About Concha y Toro
With over 140 years of history, Concha y Toro is Latin America's largest wine exporter and a global leader supplying wine to over 130 countries worldwide.
It develops numerous global brands based on quality, innovation, and sustainability, and obtained B Corporation certification in 2021.
■ Product Information
Amelia Chardonnay 2021 Suggested Retail Price 7,700 yen (tax included)
Amelia Chardonnay 2024 Suggested Retail Price 9,900 yen (tax included)
Amelia Pinot Noir 2021 Suggested Retail Price 7,700 yen (tax included)
Volume: 75 each