Luxury Brands VCT:
Building a digital flagship for a global wine icon
Problem
Viña Concha y Toro wanted the US market to find its most premium wines more easily: the icons from Chile, Argentina and California, Don Melchor among them. The same site had to support their trade and media teams. It also had to grow without heavy dependence on an agency, so that direct-to-consumer sales, clubs and a wine finder could all be added later with some behind-the-scenes development.
Background
We had already remediated Bonterra’s website and were working closely with that team when this project came up. We started with the people the site would serve: US wine lovers, trade buyers and the press. Before any design, we mapped who each audience is, what they come looking for and how they move from a first visit to a bottle, a tasting note or a press asset.
Solution
The site organizes the portfolio the way a buyer thinks about it: by country, by brand and by wine, with room for each brand to tell its own story. Custom development allows each buy button to respond to stock: when a wine is available, the page shows a button to buy it; when it isn’t, a Find This Wine button takes the visitor to the wine finder with that wine already carried through. The site launched in January 2024, just in time for Don Melchor 2021 to be named Wine Spectator’s Wine of the Year.
The site launched in January 2024, just in time for Don Melchor 2021 to be named Wine Spectator’s Wine of the Year.
