Less quantity, more quality: the rise of premium wine in Chile

The wine market in Chile is showing a quiet, but significant, transformation. While total consumption faces adjustments marked by new habits and a generalised moderation in alcohol intake, premium categories are advancing strongly.

According to figures shared by Concha y Toro, In 2025, the varietal and lower-tier segment saw a 1.51% year-on-year decline in sales volume. In contrast, the Super Premium category grew by 2.31% year-on-year in volume and 4.31% year-on-year in value, confirming an increasingly evident trend: consumers are drinking less, but better.

The phenomenon responds to multiple factors. Cultural changes, new forms of socialisation, and a more budget-conscious consumer are redefining purchasing decisions.

Mariella Magnolfi, Consumer Insights Manager at Concha y Toro, states that today we observe a shopper who prioritises quality over quantity, especially when it comes to consumption at home. This behaviour is also replicated in different international markets.

In that scenario, brands like Marques de Casa Concha They have gained prominence within the premium segment, attracting both regular consumers and those looking for prestigious wines for special occasions or gifts.

Two consumers, one search

This category encompasses two clear profiles: on the one hand, those who incorporate higher-end wines into their daily consumption, valuing the price-quality ratio and grape diversity. On the other, those who seek a recognised label to celebrate, share or gift.

The growth has also driven new proposals within the portfolio, such as the Blue and Gold lines, in addition to blends like Noble Blend, which combine emblematic origins from the Maipo Valley and Peumo.

Chilean wine facing a new stage

Beyond specific figures, the change seems to reflect a deeper evolution: wine is no longer measured solely by volume, but by experience, origin, and perceived value.

For Chilean industry, this opens a relevant opportunity: to connect with consumers who favour authenticity, quality, and more conscious decisions.

Check out more of our content at At Emiliana Organic Vineyards they are celebrating Earth Month.