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 CEO

Don Melchor overview:

• One specific vineyard in Puente Alto on the north bank of the Maipo River at the foot of the Andes Mountains
• 1st vintage - 1987
• 127ha, 151 parcels
• Mainly Cabernet Sauvignon
• Uses ~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 Melchor

The remainder of the fruit goes to other wines in the Concho y Toro portfolio (e.g., Marquis de Casa Concha)

Becoming an iconic Chilean wine

• It was 1st to create an “icon” wine in Chile
• It was the most expensive Chilean wine on initial release
• 1988, 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 status
• A string of critical praise - WS Top 100 9x, 3x in the Top 10, 100 points from James Suckling, Best of the Best from Robb Report

Export 90% of the wine to 70 countries; main markets include the US, Brazil, China

Becoming iconic today

• It is easier for other Chilean wines as Chile’s reputation is more established
• The country’s image is critical and requires collaboration with other producers
• Consistency of quality is critical for both winemaking and the commercial side
• Add value to the wine world - e.g., come from a unique place, have a unique expression and personality

May create a 2nd wine in the future

Staying on top

• Requires a singular focus on quality and consistency
• Need to focus on communication and optimizing the best routes to market
• Wine critics are still important, and they make consumer communication faster
• Customized routes to market by country (e.g., US, Brazil) and have offices in different countries

Sold by the Concha y Toro sales force

• Have a specific team for premium wines
• Not on La Place de Bordeaux 

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