As the first iconic wine of Chile, Don Melchor has paved a path for many others to follow. Enrique Tirado, CEO and Technical Director, explains the vision behind Don Melchor, how it became an instant icon of Chile, and how it stays on top of its game.  Detailed Show Notes: Enrique’s background - studied agronomy and enology, joined Don Melchor in 1993, became winemaker in 1997, in 2011, Don Melchor Winery was created and became CEODon Melchor overview:One specific vineyard in Puente Alto on the north bank of the Maipo River at the foot of the Andes Mountains1st vintage - 1987127ha, 151 parcelsMainly Cabernet SauvignonUses ~60-70% of the vineyard for Don Melchor wine~12-15k cases of 1 wine produced each year“One unique history, one terroir, one wine” is the ethos behind Don MelchorThe remainder of the fruit goes to other wines in the Concho y Toro portfolio (e.g., Marquis de Casa Concha)Becoming an iconic Chilean wineIt was 1st to create an “icon” wine in ChileIt was the most expensive Chilean wine on initial release1988, 2nd vintage, was in the Top 100 of Wine Spectator - the only Chilean wine and a big deal at the time which established Don Melchor’s statusA string of critical praise - WS Top 100 9x, 3x in the Top 10, 100 points from James Suckling, Best of the Best from Robb ReportExport 90% of the wine to 70 countries; main markets include the US, Brazil, ChinaBecoming iconic todayIt is easier for other Chilean wines as Chile’s reputation is more establishedThe country’s image is critical and requires collaboration with other producersConsistency of quality is critical for both winemaking and the commercial sideAdd value to the wine world - e.g., come from a unique place, have a unique expression and personalityMay create a 2nd wine in the futureStaying on topRequires a singular focus on quality and consistencyNeed to focus on communication and optimizing the best routes to marketWine critics are still important, and they make consumer communication fasterCustomized routes to market by country (e.g., US, Brazil) and have offices in different countriesSold by the Concha y Toro sales forceHave a specific team for premium winesNot on La Place de Bordeaux  Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.