Concha y Toro's DTC operation via Descorcha leverages one of the wine world's most recognisable brands to convert digital advertising into direct subscription and order revenue.
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See all ads on AdLibrary →Concha y Toro is Chile's largest and the world's most-distributed wine company, founded in 1883. Its DTC channel descorcha.com ships bottles direct to consumers in Chile, Brazil, and Mexico, backed by the globally recognised Casillero del Diablo brand. Also searched as Concha.
The DTC channel benefits enormously from the Casillero del Diablo legend — one of wine's most distinctive brand narratives — reducing cold-audience friction for descorcha.com conversion campaigns. Performance ads target wine-interested audiences in Chile, Brazil, and Mexico. View their active creatives on AdLibrary.
Facebook and Instagram carry the bulk of Concha y Toro's DTC acquisition spend. Campaigns run in Portuguese for Brazil, Spanish for Chile and Mexico, with creative variants adapted for each market's wine culture. Subscription wine club acquisition is a key campaign objective.
Copy spans the Casillero del Diablo legend narrative, food pairing content, and direct DTC value propositions ('envío a domicilio,' 'descuento primer pedido'). Premium tier (Don Melchor, Almaviva) uses tasting note and accolade-led copy.
Concha y Toro shows how a legacy brand's established awareness can be channelled into DTC acquisition at scale — the brand spends less per DTC customer acquired than smaller Chilean wineries because the awareness work is already done at the retail and on-premise level.
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