Viña Don Melchor, a subsidiary of the Concha y Toro group and birthplace of the Chilean wine industry’s first iconic wine, Don Melchor, marks a new milestone in its history today. After 35 years of excellence, it is launching an innovative series of exclusive wines: ‘Las Parcelas’.

Since its first harvest in 1987, Don Melchor, until now the only wine in the Viña Don Melchor portfolio, has established itself as a benchmark among high-end Cabernet Sauvignons, whose origins and legacy date back more than 150 years.

DM/01, vintage 2022, is the first wine in this exclusive series, a genuine expression of the energy, finesse, and unique character of plot No. 01 within the Don Melchor vineyard.

Don Melchor is synonymous with excellence, sophistication, and distinction in the global fine wine market.

Based on this, DM/01 had to respond to a strategic evolution: moving from the classic language of “traditional great wine” to a more editorial and modern code, without abandoning its heritage.

The overall visual language is characterized by an asymmetrical and very careful composition. It maintains a moderate balance between sophistication and heritage. Its color structure, with a warm cream background reminiscent of fine paper, is integrated with a deep red, conveying a refined sensuality.

Typography and hierarchies mark a radical evolution from more traditional labels in the high-end category. Its coding gives it the character of a seal or signature, almost like a haute couture monogram. Its diagonal line adds dynamism and contemporaneity, breaking with the rigidity of classic wine.

In short, it is packaging that speaks of mastery, precision, and lineage, but with more cultural, contemporary, and global visual codes.