Concha Y Toro positions Chile as a major global wine tourism player with new Centro del Vino
Concha y Toro has unveiled its new Centro del Vino in Maipo as it looks to establish Chile as a major player on the global wine stage.
The state-of-the-art Centro del Vino has been designed to bring Chile’s rich cultural, artistic, and vineous heritage to the fore. The museum combines immersive and cutting-edge technology with exceptional wines, signature cuisine and the history and heritage of Chile’s wine legacy, aiming to become the “must-see attraction” close to the Chilean capital.
“Just as our wines have brought Chile’s name to every corner of the globe, we now want the Centro del Vino to become a symbol of national heritage for all those who visit the country,” Isabel Guilisasti, vice president of fine wines and corporate image at Viña Concha y Toro said. “This project – announced in 2022 as part of our 140th anniversary – not only celebrates our legacy, but also reflects our deep commitment to future generations,”
The 12,000-square-meter space in Maipo, 20km from Santiago, is the first wine centre in the world to receive the Preferred by Nature Sustainable Tourism Seal, the company said, which recognises tourism initiatives that take a responsible approach to biodiversity and heritage.
The museum experience is a 120-minute guided tour, available in Spanish, English and Portuguese, alongside additional experiences focused on some of the winery’s wines, with six zones that encapsulate different themes to explore.
Thematic
ZONE 1 – The Visitor Centre, which will open to the public in 2026 includes a 700-square-meter boutique store and auditorium, as well as the ticket office.
ZONE 2 – Plaza Concha y Toro combines wine and gastronomy with the Bodega 1883 Restaurant and a 25m long wine bar, Gran Barra Bodega 1883. It also features a faithful reconstruction of a mid-19th-century wine cellar, the Concha y Toro Cellar, “a symbolic space [that] reflects the winery’s deep commitment to Chilean cultural heritage”, which will host temporary exhibitions celebrating the work of national artisans and artists.
ZONE 3 – the Casillero del Diablo multisensory experience comprises an immersive experience exploring the geological origin of Chile’s wine valleys, the growth of the vine and the processes involved in making wine, along with a “sensory experience” of colour and smells, and an exploration of the history behind the iconic Casillero del Diablo brand, including an authentic cellar where the winery’s ultra-premium wines are stored.
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ZONE 4 – The Don Melchor Cellar, which will open to visitor in 2026, focuses on the company’s Cabernet Sauvignon icon, Don Melchor.
ZONE 5 – comprises a tasting area led by a team of expert sommeliers, who can guide visitors through Concha y Toro wines portfolio and their origins. This zone includes an amphitheater-style terrace overlooking the vineyard and Concha y Toro Park, tasting rooms set within the park and a modern tasting room at the Del Alto Wine Cellar.
ZONE 6 – the 22-hectare park of the historic Casa Don Melchor, an authentic example of Chile’s national heritage, preserve its legacy for future generations through a rigorous planting and conservation program.
The museum was designed by architect Martín Hurtado, with landscape designer Juan Grimm, interior designer Enrique Concha, exhibition curators Pablo Cordua and Sebastián Moro, and visual artist Josefina Guilisasti. Throughout the museum, works by prominent Chilean artists will provide “a visual dialogue about the concept of wine”, the company said, including a hand-carved stone wall representing the geological strata of the Andes Mountains, created by Gabriel Horta and his daughter Diana Horta; a bronze sculpture resembling a grapevine, by Jean Petitpas in collaboration with César Manquel; digital illustration-based artworks by Cecilia Avendaño depicting the aromatic profiles of red and white wines; illustrations of the vine’s development and its varieties by Pilar Salazar; and a colossal 2.5-meter-diameter bronze seal crafted by metalworker Luis Montes, glorifying the elements that represent the founder’s name.
“The Centro del Vino elevates the wine tourism experience, grounded in three key pillars that define Concha y Toro: excellence, sustainability, and innovation,” Isabel Guilisasti added. “The Centro del Vino is the result of the talent, passion, and commitment of an extraordinary team -made up of internal collaborators and external advisors- who, from different areas of expertise, gave their very best to bring this project to life.”
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