Viña Montes, the renowned Chilean premium winery, has been chosen for the second consecutive year as the No. 1 Brand in the Wine category at the prestigious Brand Customer Loyalty Awards 2025 in South Korea.
This market, for the winery located in the Apalta Valley, is today one of the most relevant. This award reaffirms the winery's commitment to creating wines that excite, inspire and leave their mark.
"We are immensely proud and grateful for this recognition from Korean consumers," said Carlos Serrano, Commercial Director of Viña Montes. "This award is a testament to the dedication of our team and the deep connection we have established with our customers. It motivates us to continue delivering wines of the highest quality and to maintain the trust they place in us, which has been built over more than two decades of intense work in that country".
Robustness and reliability
The Brand Customer Loyalty Awards are organised by the Korea Consumer Forum and Brand Keys, and honour brands that build strong connections with their consumers, based on nationwide perception studies and surveys.
The selection of candidate brands is based on preliminary research including media reports, social media and online portals, as well as brand evaluations and expert certifications. The consumer survey was conducted from 17-30 March 2025, using online surveys and one-on-one telephone interviews, requiring email authentication to validate responses.
The research model used is the BCLI (Brand Customer Loyalty Index), developed from the CLEI model of Brand Keys, a leading US research and consulting firm, used in 36 countries.
This model assesses the future value of a brand, considering emotional and attitudinal aspects of consumer perception and behaviour, enabling companies to prepare strategic responses for sustainable growth. The BCLI measures customer loyalty through a structured index that includes emotional loyalty, attitudinal loyalty and switching intention.
The survey items include brand trustworthiness, brand attachment, repurchase intention, recommendation intention and switching intention, rated on a 7-point scale. Montes achieved an overall index score of 30.59.
The specific results were: Brand Reliability (e1) with 6.23, Brand Attachment (e2) with 6.02, Repurchase Intention (a1) with 6.26, Recommendation Intention (a2) with 6.27, and Switching Intention (s1) with 5.82. These results highlight Montes' leadership over competing brands in the Korean market.
About Viña Montes
Viña Montes is a renowned Chilean winery located in the Apalta Valley in Colchagua and founded in 1988. Led by Aurelio Montes, it has stood out for its focus on producing high quality wines and for its innovation in viticulture and oenology. Among its most outstanding achievements are the creation of Chile's first ultra premium wine, Montes Alpha M. Also its constant search for new frontiers, such as the cultivation of vineyards in non-traditional areas of the country. Its focus on sustainability and excellence has consolidated Viña Montes as a reference in more than 100 markets around the world, with a strong emphasis on Asian markets.
More information at https://www.monteswines.com/
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