Eight generations of winemakers from Chile’s Loncomilla valley reach out to China
José Manuel del Pedregal Labbé , CEO, Viña Carta Vieja S.A
Viña Carta Vieja’s proud family heritage dates back to 1825 when Carlos Adolfo del Pedregal brought European grape vines from his native Asturias, Spain and planted them in Chile’s Loncomilla valley.
“Our family history can be found in every bottle of wine we produce,” says José Manuel del Pedregal Labbé, CEO of Vina Carta Vieja. “Our family lives and breathes the business and our quality wines are appreciated by our customers.”
“China was our first export destination in Asia and we established an office in Shanghai about three years ago as a result of the growth in the market,” says José Manuel del Pedregal Mujica, an eighth generation family member, son of the CEO and the Export Director of America and Europe. “Last year, we recognized the potential of the rest of Asia and moved our operations to Hong Kong.”
In China, the ‘Carta Vieja’ and ‘G7’ brands are gaining popularity. ‘Carta Vieja’ is the most emblematic brand while ‘G7’ represents the pride of seven generations of wine-making.
“We have changed the taste of these wines to make them even more enjoyable” says del Pedregal Labbé. “Our wines reveal the identity of Chile: cool, fresh whites and warm, intense reds.”
With anticipated growth in China and the rest of the world, the family recently bought a new farm and increased their total land area to 1,300 hectares.
“This increase in capacity means we are now self-sufficient in terms of grapes and technology,” says del Pedregal Mujica. “We intend to build our wine brands and deliver excellent wines to our customers in China and the rest of the world”.