Concha y Toro Wine Center Celebrates Its First Anniversary, Having Established Itself as a Leader in Chilean Wine Tourism
World-renowned artists, awards for its museum concept, and a nomination for the 2026 World Travel Awards highlight the first twelve months of this space, which brings together wine, heritage, architecture, and Chilean culture.
July 23, 2026.
Viña Concha y Toro
One year after its opening, the Concha y Toro Wine Center has established itself as one of Chile’s leading wine tourism destinations. Located in Pirque, the center offers an experience that combines heritage, art, architecture, landscape, and gastronomy to introduce visitors to the cultural identity of Chilean wine.
Since its opening in July 2025, the venue has hosted international artists such as Dua Lipa, Bad Bunny, Aurora, HYDE, and Zeta Bosio. In addition, it has received accolades such as the Chile Design Award for the “El Origen de una Leyenda” experience and a nomination in the “South America’s Leading Tourism Winery 2026” category at the World Travel Awards, reaffirming its growing international profile.
“We are deeply grateful for these first few months of operation. From the very beginning, we wanted the Wine Center to be much more than just a wine tourism experience: a space capable of bringing wine to life through heritage, art, architecture, and the stories that form part of Chile’s cultural identity. Our goal has been to connect with today’s visitors who seek authentic and meaningful experiences, but also to open this space to new ways of bringing together culture, the region, and future generations,” says Isabel Guilisasti, Vice President of Fine Wines and Corporate Image at Viña Concha y Toro.
Spanning more than 12,000 square meters, the Wine Center invites visitors to explore the history of Chilean wine through audiovisual displays, heritage artifacts, and immersive experiences. Among its main attractions is “The Origin of a Legend,” a tour that culminates in the historic Casillero del Diablo underground wine cellar, where one of the most iconic stories of Chilean wine comes to life.
The experience is rounded out with a tour of Pirque Historical Park and the grounds surrounding Casa Don Melchor, next to the Concha y Toro lookout point—designed by Juan Grimm—which offers a spectacular view of the amphitheater-style vineyard and invites visitors to connect with the landscape and the region.
Sustainability and Global Recognition
A commitment to sustainability is also part of the Wine Center’s mission. Since 2022, it has held Preferred by Nature’s sustainable tourism certification, maintaining this standard for five consecutive years.
In 2024, the Casillero del Diablo nighttime experience was recognized as Chile’s best wine tourism experience. That same year, Viña Concha y Toro became the first Chilean company to establish a Safe Conservation Site (SSC), in collaboration with the Royal Botanic Garden Edinburgh and the Chilco Foundation.
In 2025, the project *The Origin of a Legend* was recognized at the Chile Design Awards, winning first place in the category of Environment and Space Design | Exhibitions and Museography.
This year, the Wine Center was nominated in the “South America’s Leading Tourism Winery 2026” category at the World Travel Awards. Anyone wishing to support the nomination can vote through August 28.
In this way, the Concha y Toro Wine Center reaffirms its contribution to positioning Chile as a destination for wine tourism and cultural tourism, combining wine, heritage, scenery, and world-class experiences into an offering that showcases the country’s identity to international audiences.
For more information, visit enoturismo.conchaytoro.com/es/
