Concha y Toro, one of the leading wine companies worldwide and the second-largest wine company by retail sales value in the UK, is celebrating B Corp month in March. To mark the occasion, a raft of retailer activity to highlight the certification is being unveiled, along with a campaign on social media channels for Concha y Toro’s market-leading brands Casillero del Diablo, Cono Sur and Trivento. A 15-second ad on Facebook will target food and wine shoppers throughout the month.
“We’re bringing the B Corp message to life through social media and in-store activation. ‘Pour a glass of positive impact’ is our message to show the wine shopper that B Corp companies are working to use business as a force for good,” said Vicky Hoey, Head of Marketing at Concha y Toro UK. “It’s a really inspiring message which we hope will gain in recognition as more and more people discover the community.”
There are 4,600 Certified B Corps worldwide, and more than 750 in the UK, across many different industries. Concha y Toro was certified in April 2021 following an intensive two-year assessment of the global business.
For a company to be certified as a B Corp, every part of its business is rigorously assessed by B Lab, a not-for-profit assessor, to make sure it is meeting the highest standards of social and environmental performance. If the business hits a minimum score of 80 points across governance, workers, customers, the community and the environment, it qualifies for the certification. It must also amend its Articles of Association to embed a commitment to considering the impact of its business decisions on all stakeholders. Certification is seen as very much the beginning of a cycle of constant improvement; a B Corp must be re-assessed every three years.
Concha y Toro is the largest wine company in the world to earn B Corp certification.