Concha y Toro recently launched its new concept, “Jewels of the New World,” in Singapore. This effort, which includes Don Melchor, seeks to promote its Fine Wines strategy in Asia and the Middle East.

Jewels of the New World was unveiled at an event in Singapore, during which this new concept based on Concha y Toro’s leadership was presented to attract consumers to the fine wine segment, drive growth in the category, and create new value for its partners.

The initiative presents a select portfolio of high-end wines from the most renowned terroirs in Chile, Argentina, and California, and seeks to inspire luxury consumers, those who are more demanding, in Asia and the Middle East, focusing particularly on the key markets of China, South Korea, Japan, Thailand, Singapore, and the United Arab Emirates (UAE).

The event brought the primary commercial partners together with the media to enjoy an innovative live experience where they were transported to a resplendent world adorned with precious stones. Each wine was paired with a New World-inspired dish, as Guy Nussey, Regional Director of VCT APAC & Middle East, stepped into the role of gemologist to narrate the multi-sensory story of each gem.

Don Melchor, one of the best Cabernet Sauvignons in the world, is undoubtedly one of the New World’s finest jewels and represents the most widely recognized terroir for the production of high-end wines: Puente Alto.