The Challenge

Concha y Toro is one of the largest and most recognized wineries in Latin America, founded in Chile in 1883. The company is known worldwide for its high-quality wines, such as Casillero del Diablo, and exports to more than 140 countries.

Seeking to increase the profitability of its e-commerce, the company began investing in Retail Media using the solutions from Topsort's Ad Network, Toppie.

Concha y Toro's main challenge when investing in Retail Media campaigns was to boost the profitability of its e-commerce through a more efficient and data-driven media strategy. By using Topsort's Ad Network, Toppie, the winery sought to increase the visibility of its premium products, like Casillero del Diablo, reach more qualified consumers, and maximize conversions with an optimized investment.

The Solution

With a data-driven media strategy focused on conversion, Concha y Toro achieved record performance in its debut on the Toppie Ad Network, developed by Topsort.

The campaign was strategically planned and managed by Mindgruve (formerly Macarta), an agency specializing in Retail Media and an official partner of Topsort. The joint effort ensured alignment between media, consumer behavior, and assortment intelligence, essential pillars for the performance achieved.

"For us at Mindgruve, it was a pleasure to support Concha y Toro in building more efficient and data-driven campaigns. With Toppie, we were able to expand the visibility of their premium labels and generate real results for the brand's e-commerce." - Ana Amorim, International VP of Business Development at Mindgruve

The choice for Topsort's Ad Network was due to several differentiating factors, such as:

• International Ad Network→ Access to the inventory of major retailers in the world and Brazil simultaneously, without complications.
• AI-Optimized Segmentation→ Reach the right audience with automatic bidding and high performance.
• More ROAS, Less Effort→ More effective campaigns with proven returns.
• Privacy First→ Protected data, in full compliance with regulations.
• Real-time Analytics→ Track and optimize your campaign with instant insights.

The Results

The Chilean premium wine brand began its operation with a pilot campaign and, even with a reduced daily budget, reaped impressive results: an 11.4% conversion rate and an average ROAS of 7.2.

The campaign was driven by a careful selection of SKUs, highly connected with the consumer profile in the digital environment of Toppie, Topsort's Ad Network. The highlight was the Cabernet Sauvignon line, which accounted for 30% of the campaign's clicks and reached an impressive 10.3x return on media investment.

Other labels from the brand also stood out:

• Carménère: 9.9x ROAS
• Malbec: 9.5x ROAS and a high volume of units sold
• Rosé Suave and Merlot Tinto: both with a return above 7.5x
• Sauvignon Blanc and Spritzer Moscato: ROAS between 3x and 6x

In total, seven products accounted for more than 70% of the revenue generated during the campaign, reflecting a clear strategy focused on SKUs with high traction.

In addition to sales performance, the operation stood out for its delivery consistency, with the platform's algorithms optimizing performance week after week.

"The synergy between data, assortment, and technology was fundamental to unlocking relevant results in a short time. Together with Mindgruve, Topsort allowed us to test quickly, learn, and scale efficiently."— Renan Gothard, E-commerce Manager at Concha y Toro

Based on this solid delivery, the brand's next step is to reinforce the labels with the highest returns, test new variations, and scale the investment with a focus on sustainable growth and positive ROAS.