Interview with Rafael Guilisasti Gana, interviewed by Andrea Lluch, Santiago, Chile

Mr. Guilisasti recounts his life in the wine industry, joining Concha y Toro as a young man and rising through the ranks within the company as well as an organic winemaking endeavor, Viñedos Emiliana. He attributes their success to principles inherited from his father: a commitment to vertical integration, a focus on the export market, and a diversified wine portfolio. Mr. Guilisasti describes the particularities of the wine business: the importance of branding and name recognition, advertising and marketing, and professional endorsements. He also details the Chilean business climate and the benefits of operating in a free market economy.