As part of a strategic alliance with the prestigious luxury automobile brand BMW, Viña Don Melchor participated as a key partner in the reopening of one of BMW’s flagship concept stores in São Paulo, Brazil.

As part of this collaboration, Don Melchor served as a strategic partner in the “BMW Grand Brasil” event — a sophisticated experience curated by the renowned luxury car brand. 

The event celebrated the reopening of one of BMW’s most important concept stores in São Paulo, bringing together a select group of guests for an evening specially designed for the brand’s VIP clients. 

On this occasion, attendees enjoyed an exclusive wine dinner experience, carefully curated to pair and highlight the exceptional qualities of Don Melchor 2015 and the outstanding 2021 vintage, recognized as “Wine of the Year 2024” by Wine Spectator. 

The event also included direct wine sales of Don Melchor’s 2015, 2018, 2021, and 2022 vintages, which were very well received by guests, achieving excellent results. 

Through this collaboration with BMW, Viña Don Melchor reinforces its strategy of partnering with prestigious luxury brands to expand its reach into new segments and audiences beyond the traditional wine category, in a key market such as Brazil.