Case Study: Concha y Toro
- 3 hours ago
- 2 min read
The challenge
As one of the world's most well-known and expansive wine producers, Concha y Toro’s portfolio includes award-winning estates and industry-leading labels. But managing the digital presence of such a diverse stable of brands across borders also presents a significant challenge.
The existing digital footprint was functional, but it lacked a unified, premium editorial thread to connect with culturally curious consumers.
Rather than relying on product data sheets, technical tasting notes, and corporate announcements, Concha y Toro wanted to establish a more lifestyle-driven voice. Led by Sarah Gordon, the Peregryn team was tasked with designing a content strategy that would celebrate the unique heritage of Concha y Toro’s Chilean and global terroirs and build brand trust online.
Our strategic approach
The Peregryn team worked to build a structured, high-utility editorial engine.
We translated the distinct identities and geographical histories of Concha y Toro’s diverse estates into engaging hospitality brand storytelling. From the rugged, windswept coastal vineyards of Limarí to the legendary, gravel-rich soils of the Maipo Valley, we explored each terroir and related brand, reflecting their distinct character.
Our content roadmap focused on lifestyle experiences rather than simple product descriptions. Our crafted articles featured gastronomy pairings, trends, and slow-travel guides to the world’s finest wine valleys, building an emotional connection with discerning audiences in key international markets, including the UK, Europe, and the Americas.
These articles and digital assets were also created to support Concha y Toro’s wider digital campaigns. By aligning our editorial stories with brand stories, SEO parameters and paid social pipelines, we turned the brand’s digital journal into a valuable customer-nurturing tool.
The result
The collaboration delivered a highly refined, authoritative digital presence that perfectly mirrored the prestige of Concha y Toro’s vineyards. By complementing more transactional website content with rich storytelling, we created a trusted lifestyle destination for modern wine consumers and global travellers, revealing the distinctive story behind each individual wine brand.
The structured blog framework provided the internal marketing team with a continuous, multi-purpose toolkit of narrative assets, driving organic authority and building brand awareness.
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