Viña Concha y Toro has launched a run of live-music events at its visitor centre in Chile.
The ‘tiny wine concerts’ debuted on 21 January with Chilean artists Emilia Lazo and Pablo Cáceres. The first in a series of events planned for this year, the scenic performance was staged in front of vineyards at the Centro del Vino in Pirque, Santiago, which was opened in July last year.
The gigs “invite guests to experience wine through a cultural and sensory lens”, Concha said.
The publicly listed company described the Centro del Vino as “a unique immersive experience” that “seeks to highlight Chile’s winemaking heritage through a contemporary and innovative narrative”.
Upon opening the centre last year, Concha, which also holds production assets and brands in Argentina and the US, said the aim of the project was to “elevate Chile’s wine tourism offering to the highest international standards”.
The 12,000-square-metre visitor destination runs tastings and has exhibition spaces, restaurants, cellars and an area exploring the group’s Casillero del Diablo brand. A visit includes a 120-minute guided tour, available in English, Portuguese and Spanish.
In the nine months to the end of September, Concha booked a 4.3% lift in year-on-year sales, thanks primarily to a healthy performance in the third quarter of 2025. Full-year results are scheduled to be announced on 16 March.
