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Chilean powerhouse Vi?a Concha y Toro and Chinese baijiu giant Wuliangye have signed a memorandum of understanding (MoU) to collaborate across Asian markets.

Vi?a Concha y Toro signs deal with China's Wuliangye baijiu

Wuliangye and Vi?a Concha y Toro have announced intentions to cooperate across sales channels, market promotion and brand building, the two companies have said.

Executives at the respective Chinese and Chilean companies signed a long-term “stable cooperative relationship” agreement on 5 December.

Patricio Poblete, director of communications for Vi?a Concha y Toro, told the drinks business this morning: “The collaboration not only showcases a top-tier cross liquor industry partnership, but also serves as a fusion of Chilean and Chinese culture.”

he said the partnership brings together the top Chinese baijiu brand with CyT Group, “the largest wine producer in South America”.

The two companies have created a gift pack as part of the alliance which includes bottles of Chilean wine brand Don Melchor’s 2021 vintage and one bottle of Wuliangye Ziqidonglai.

The first edition of this giftbox is limited to only 10,000 sets, Poblete told db.

Wuliangye·Ziqidonglai is the company’s first high-end low-alcohol baijiu. The company explained that the product fits into a developing trend for low-alcohol and fashionable baijiu.

The gift box has been designed based on the colours of the national flags of China and Chile. Vi?a Concha y Toro and Wuliangye launched the giftpack during their MoU signing ceremony, held during the ‘Chile Week Chengdu 2024’ opening ceremony.

Poblete explained that the new collaboration is a continuation of years-long activations by the Chinese baijiu maker to raise its profile overseas.

“Beginning in 2007, Wuliangye has been deepening its presence in international markets, forming partnership with international brands such as the Michelin Guide,” he said.

For Concha y Toro, the “cross-border cooperation” is an opportunity for the wine brand to “get closer to traditional baijiu consumers and further diversify wine consumption scenarios in the Chinese market”, Poblete added.