30th Anniversary Launch at Legacy Records
Beauty of the composition:
VIÑA DON MELCHOR
Don Melchor is a legacy wine from Chile, first created in 1987 by the Guilisasti family of Concha y Toro. A Cabernet Sauvignon of refinement and elegant character, Don Melchor represents a singular expression of the Puente Alto Vineyard in the upper Maipo Valley, overseen by winemaker Enrique Tirado. In 2019, Don Melchor launched as an independent winery, Viña Don Melchor, and released their 30th Anniversary vintage.
We organized a 30th Anniversary media, sommelier and collectors tour focused on press outreach, trade education and luxury tastings in multiple markets. The tour drove extensive national press placement and interviews with wine publications such as Wine Spectator, Wine Enthusiast and Wine & Spirits as well as lifestyle coverage in Modern Luxury, Bloomberg and Forbes. To build on the campaign we have launched Decanted by Don Melchor, a dynamic retail and media program driven by virtual tastings and direct-to-consumer brand education.