Is it appropriate to celebrate a goal with a glass of wine? Seems right to us. Viña Concha y Toro, Chile's largest wine company, recently unveiled a new, co-branded wine as part of a multi-year partnership with the Mexican National Soccer Team. The wine, dubbed "Selección Red," is a Carmenère-Cabernet Sauvignon blend priced at $12.99 and will be sold at select U.S. retailers. It will also be promoted and sold at specific matches during the team's annual "MexTour," which kicked off on April 5 in Kansas City, Mo., and runs through September, featuring the Mexican men's and women's teams playing against other national teams in various U.S. cities.
"MexTour is a great opportunity to introduce co-branded Casillero del Diablo wines because of the team's massive U.S. fan base of more than 65 million people," said Rodrigo Maturana, president of marketing for Viña Concha y Toro USA.
An International Brand
Why would a Chilean wine join a Mexican tour of the United States? Viña Concha y Toro first teamed with the Mexican National Team last year. Casillero del Diablo is the leading premium wine brand in Mexico, selling 200,000 cases in the country last year, number one in its price segment. And Casillero is a prominent wine brand in the United States. Combined, Casillero and Concha y Toro's Frontera brands sold nearly 1.9 million cases in the U.S. in 2024.
The Selección Red label pays tribute to Mexican heritage and folk art, with a design that wraps the bottle in Mexico’s national colors of red, green and white, while displaying iconic Mexican and Aztec motifs, including the eagle and snake.
Isabel Guilisasti, vice president of fine wines at Concha y Toro, was asked earlier in the year about Chilean trends in the U.S., and she said they've noticed consumer wine preferences shifting toward easier-to-drink styles. As a result, they have put extra emphasis on new wine styles, such as the Selección Red, which is a semi-sweet wine, the fastest-growing category in recent years, especially among younger consumers and those newer to wine. "We expect a lot of momentum toward this brand, Concha y Toro and Chile origin overall," she said.
Reaching a Growing Hispanic Population
Maturana emphasized that maintaining visibility for Chilean wines in the U.S. is essential. "Partnerships like this help keep Chilean wines relevant, and reaching consumers beyond traditional wine audiences. With soccer's momentum building toward the 2026 World Cup in North America, this partnership allows Casillero del Diablo to tap into a growing cultural moment."
Recent data from the Wine Market Council show that 42 percent of U.S. Hispanics are drinking more wine than ever, and Nielsen data indicate their buying power exceeds $2 trillion. "This collaboration not only reinforces the brand's position as a leading Chilean wine but also demonstrates the adaptability and appeal of Chilean wines," said Maturana, noting that the partnership helps position wine as an approachable choice for new and existing wine drinkers; specifically multicultural consumers who may not traditionally see wine as their go-to beverage.
Will any of the players be celebrating wins with wine? No confirmation after the first two matches—both wins against Jamaica. But veteran goalkeeper Guillermo Ochoa, who plays in Italy's Serie A league when not representing Mexico, has a partnership with a Puglian winery, so it's a safe bet he enjoys a glass post-game.
