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Concha y Toro brings sustainability efforts to Dubai

27 June 2024 By db staff writer

Innovation and sustainability go hand in hand for Chile’s Viña Concha y Toro, as it offers consumers in Dubai an interactive adoption initiative for newly planted mangrove trees.

This year, Chile’s Viña Concha y Toro launched its ‘Adopt-a-Tree’ campaign with local partners in Dubai.

As one of the wine giant’s key markets in Asia, Dubai is home to distributor Maritime and Mercantile International (MMI), and together the two companies embarked on a mangrove tree planting initiative for key brand Gran Reserva.

The partnership pledged to plant 2,000 mangrove trees in Dubai and Abu Dhabi. Customers who purchase two bottles of Concha y Toro Gran Reserva at MMI retail stores were also offered the chance to adopt one of those trees, rewarding them for making a difference to the planet.

As a B Corp-certified company, Concha y Toro’s aim with the project was simple – to showcase rewilding profitability through sustainability, while making a difference to local communities.

The initiative targeted environmentally conscious men and women, aged between 25 and 45, who consider themselves eco-friendly, consume water responsibly, avoid using plastics, and lead a healthy lifestyle.

Thanks to a partnership with Ecomatcher, consumers were also offered a way to interact with their trees. Via a QR code on their adoption certificate, the Ecomatcher app would take them to a geolocated tree through which customers were able to name and track the growth of their trees.

Mike Glen, managing director of MMI Group, said that as the biggest importer and distributor in the Middle East, “MMI is committed to leading the way towards a more sustainable future”.

Wines included in the initiative span the Gran Reserva range, from its Sauvignon Blanc to Cabernet Sauvignon and Carmenère. Gran Reserva showcases Concha y Toro’s commitment to the protection, regeneration and restoration of biodiversity.

Its origin, on the banks of one of the most important wine regions in Chile, has been integral to the ‘Life Thrives Here’ programme started in the Ucúquer vineyard, dedicated to cultivating native flora and fauna.

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