June 17, 2025 (Mendocino County, CA) — Viña Concha y Toro USA has named Breakthru Beverage Group as its new distribution partner in California, effective September 1, 2025. This move reaffirms the company’s steadfast commitment to the California market and its continued focus on growth in the state, while also marking an expansion of its longstanding partnership with Breakthru Beverage Group, with California now joining as the tenth market in the U.S.
“Breakthru Beverage Group has been an important partner for us in nine key markets and we are incredibly excited to expand our partnership in California,” said Allison Wetsel, president of sales and wholesale operations at Viña Concha y Toro USA “As we embark on this new chapter with Breakthru in our home state, we’ll work to ensure a seamless transition for our customers and consumers, and together will set a bold and strategic course for the future of our business in the West.”
“We are so excited to extend our partnership with Viña Concha y Toro USA to California,” said Charles Merinoff, co-chairman of Breakthru Beverage Group. “This is a company with whom we share core values of taking care of the land, the grapes, and the people. Our family values are aligned in how we want to go to market. We are both passionate about winning by taking care of our customers and consumers, working hard, and celebrating what life brings.”
Breakthru Beverage Group will represent Viña Concha y Toro USA’s full portfolio of wines in California, including leading organic and sustainable brand Bonterra; California heritage brand Fetzer; and craft wine brand 1000 Stories. The portfolio also includes beloved South American import brands including Casillero del Diablo, Frontera, Trivento and the Chilean icon wine Don Melchor, recently named Wine of the Year by Wine Spectator.
“The Breakthru team consistently demonstrates a deep understanding of our brands and shares our commitment to being a values-led company,” said Wetsel. “We’re confident that this expanded relationship will deliver meaningful benefits to our customers, consumers, and partners across the Golden State.” Globally, Viña Concha y Toro reported strong momentum in 2024, with sales rising 15% to $1 billion and volume increasing 3% to 33.1 million 9-liter cases. That growth has continued into 2025, with the Chilean parent company posting a 1.4% year-over-year increase in first quarter sales.
ABOUT VIÑA CONCHA Y TORO USA
Viña Concha y Toro USA is an award-winning purveyor of multi-origin wines and the leading importer of South American wines in the United States. As the U.S. division of global wine powerhouse Viña Concha y Toro, the company is guided by a commitment to excellence, innovation, and responsible business practices. A certified B Corporation, Viña Concha y Toro USA is dedicated to using business as a force for good, with a strong focus on environmental stewardship and positive social impact. To learn more, visit www.vct-usa.com.