Advertisement

Eight generations of winemakers from Chile's Loncomilla valley reach out to China

Vina 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.

In Partnership WithSynergy Media Specialists
Reading Time:1 minute
Why you can trust SCMP
Jose Manuel del Pedregal Labbe, CEO

Vina 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 Jose Manuel del Pedregal Labbe, CEO of Vina Carta Vieja. "Our family lives and breathes the business, and our quality wines are appreciated by our customers."

Since 1825, Origen, Aves del Sur, Carta Vieja and G7 are the Del Pedregal brands. Ninety-five per cent of the wines produced are for export, and a third of these reach China and the rest of Asia.

"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 Jose Manuel del Pedregal Mujica, an eighth-generation family member, son of the CEO and export director of America and Europe. "Last year, we recognised 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 winemaking. 

"We have changed the taste of these wines to make them even more enjoyable," del Pedregal Labbe says. "Our wines reveal the identity of Chile: cool, fresh whites and warm, intense reds."

Advertisement
Select Voice
Choose your listening speed
Get through articles 2x faster
1.25x
250 WPM
Slow
Average
Fast
1.25x