During May, four leading figures from the world of wine, gastronomy and luxury lifestyle in China visited Chile for an exclusive experience centred on two of Viña Concha y Toro’s flagship luxury brands: Don Melchor and Amelia.

The group of Key Opinion Leaders included Lu Yang, China’s first Master Sommelier and a leading authority in the wine and luxury industries, founder of Grapea & Co.-specialising in WSET education, TOP SOMM Studio and Savour. Li Jiawei, Executive Chef of La Bourriche 133 (#48 Asia’s 50 Best Restaurants 2026); Liu Yuhua, publisher of TARGET luxury lifestyle media; and Diao Xin, editor-in-chief of the influential gastronomic publication Mingchu.

After travelling more than 20,000 kilometres across the Pacific, the guests arrived in Chile to deepen their understanding of the origin, philosophy and winemaking vision of Don Melchor and Amelia, two luxury icons of Viña Concha y Toro that today represent some of Chile’s most prestigious and distinctive terroirs. Don Melchor, awarded “Wine of the Year 2024” by Wine Spectator, and Amelia, internationally acclaimed for its excellence, precision and freshness from an extreme northern Chilean origin, formed the central focus of this experience.

The experience invited guests to discover two brands that reflect the excellence of distinct Chilean origins: Don Melchor, from the Don Melchor Vineyard located in the Puente Alto Denomination of Origin, a unique Andean terroir at the foot of the Andes Mountains; and Amelia, whose> the group also visited the historic Casa Don Melchor and took part in an exclusive tasting of the seven Cabernet Sauvignon parcels that make up the Don Melchor vineyard, an experience that allowed them to better understand how each parcel contributes character, complexity and balance to the final blend that defines Don Melchor.

The itinerary also included a distinguished gastronomic tour that highlighted Chile’s positioning as one of the most relevant culinary destinations in the region. Restaurants visited included Bodega 1883, Concha y Toro Group’s restaurant in Pirque; Fukasawa, by chef Marcos Baeza (#100 Latin America’s 50 Best Restaurants); Casa Las Cujas (#14 Latin America’s 50 Best Restaurants); Boragó, by chef Rodolfo Guzmán (#23 The World’s 50 Best Restaurants); and Demo Magnolia (#31 Latin America’s 50 Best Restaurants). An experience that demonstrated how Chilean wine and gastronomy operate in perfect harmony, projecting a contemporary identity that positions Chile as a destination of excellence for wine, gastronomy and luxury tourism.

This visit further strengthened the positioning of our ultra-premium wines in a highly strategic market such as Asia, reaffirming the region’s growing interest in great Chilean wines and reinforcing ties with leading figures in haute cuisine. An experience that projects Don Melchor and Amelia internationally, connecting territories and cultures through a shared vision of excellence and origin.