Concha y Toro leveraged the buzz of the F1 Singapore Grand Prix in late September to host Singapore-based and regional distributors, while consolidating its position as a producer of world-class wines
Concha Y Toro wanted to promote the Puente Alto region in Chile, home of the renowned Don Melchor wine and newly-launched Marques de Casa Concha Heritage wine, and strengthen its position among the top wine terroirs in the world.
Leveraging the F1 Singapore Grand Prix, it flew in from Chile Enrique Tirado and Marcelo Papa, winemakers of the respective labels, to meet Singapore-based and regional distributors at a series of events.
Concha Y Toro tasked Chab Events to design a creative, immersive and educational experience to wow regional trade partners, clients and media – a step up from the standard wine-tasting dinner.
Having the winemakers fly in from Chile was a rare treat because Papa’s last visit was in 2016 for the 40th anniversary of the Marques de Casa Concha brand, while Tirado was last in Singapore in 2018.
Given Chile’s distance from Asia, the aim was to transport guests from Singapore to the Puente Alto region. They were greeted with an immersive 4D Puente Alto Experience designed by Chab Events, where they were projected into the terroir of Puente Alto.
Fragrance partner Maison 21G created unique scents and stimulated other senses with a river, animated open sky, cool Andean wind, fog and soil to touch.
The tasting and dining experience was separated into two moods, with long tables representing the expression of each wine with different decor, colours, inspiration and ambience, right down to furniture to fully immerse guests into the character of each wine.
Summing up the challenges, Alexis Lhoyer, chief business officer of Chab Events, said: “Beyond conceptualising the immersive 4D experience to reflect a unique region of Chile, we created special content to impact all senses through a nine-metre-long tunnel of carpentry and LED screens.”
The industrial warehouse was turned into an elegant, classy venue befitting high-end wines.
“Our catering partner created a makeshift kitchen at the back of the warehouse, with sous vide cooking capabilities to deliver two plated lunch and dinner servings per day. We also ensured there was sufficient glassware throughout the two days,” said Lhoyer.
The hosts also had to maintain an even balance while showing off the two distinctive wines so that they did not overshadow each other.
“The event was a unique challenge: how to transport more than 200 guests from hot Singapore to the terroir of Puente Alto, 16,000km away at the foothills of the Andes mountains?” said Guy Nussey, regional director APAC & Middle East, Viña Concha Y Toro.
“Working with Chab, we successfully created an innovative, memorable experience for clients and trade partners from Singapore, and also international media and distributors across APAC and the Middle East.”
Event D.O. Puente Alto – The 100 Points Terroir by Concha Y Toro
Organiser Chab Events
Venue Angra, Tanjong Pagar Distripark
Dates September 26 and 27, 2022
Attendance 200 across two days