San Pedro 1865 Unveils 97-Point Icon Wine “Prelusion” in China

While Chilean wine exports to China have been on a steady decline for two consecutive years, one of the country’s biggest wine groups, VSPT Wine Group, is defying the odds with a bold bet on premiumisation. At the heart of this ambitious push is Prelusion, a newly launched 97-point icon wine from San Pedro 1865, which made its dazzling debut at the China Food and Drinks Fair in Chengdu, the country’s biggest wine and spirits fair.

A Dramatic Debut for a Cult Wine

On 24 March, during a launch dinner in Chengdu, in an elaborate unveiling reminiscent of a stage play, a projection of an ancient book slowly opened as a bottle of Prelusion dramatically rose from the centre of the stage, drawing gasps from more than a hundred VIP guests.

Elegant in black and gold, the Prelusion label evokes a sense of classical artistry and timeless sophistication. The wine is positioned as “a top-tier cult wine that showcases the prestige of Chile’s Maipo Valley, and a masterpiece that faithfully reflects the winery’s century-old heritage and brand spirit.”

As Sebastián Ríos, Chief Winemaking Officer at VSPT Wine Group, explained, the 2019 vintagePrelusion is a meticulous red blend crafted through a precision-driven process. Grapes were hand-harvested, strictly sorted, and destemmed before undergoing a five-day maceration to maximise colour and aroma extraction. This was followed by alcoholic fermentation with gentle cap management and daily tastings to ensure balance in aroma, tannins, and structure. The wine was then aged for 20 months in oak barrels—50% new and 50% old—with each varietal matured separately before the final blend was determined by the winemaking team.

In 2023, the inaugural 2019 Prelusion earned a Platinum Medal and 97 points at the Decanter World Wine Awards, cementing its position among the world’s most acclaimed Chilean wines.

Local Craftsmanship Meets Global Winemaking

To mark the wine’s first showing in China, VSPT turned to Chinese artistry for a striking expression of cross-cultural storytelling. Renowned Suzhou embroidery master Lu Meihong, a nationally recognised intangible cultural heritage inheritor, was commissioned to create a bespoke artwork inspired by Prelusion’s label. Using silk threads in the wine’s signature black and gold, the embroidery echoed the patience, precision, and elegance of the wine itself.

According to Sharon Yeh, Marketing Director of VSPT China, Suzhou embroidery, recognised as a national intangible cultural heritage, was chosen as a fitting parallel to San Pedro 1865’s legacy of craftsmanship. Just as Prelusion undergoes years of careful ageing in oak barrels, Su embroidery demands months—sometimes even years—of meticulous work. Each thread in the custom piece echoes the same commitment to precision, tradition, and innovation that defines the wine’s creation.

The collaboration is a continuation of San Pedro 1865’s localisation strategy, which blends imported wine culture with familiar Chinese elements. It follows a similar concept introduced during last year’s Chengdu fair, where the brand transformed a downtown commercial space into an immersive “1865 pop-up space” featuring giant barrels and pandas—symbols designed to make wine more approachable and culturally resonant.

While many wineries still approach China with a purely transactional mindset, VSPT has taken a different route—building long-term brand equity, nurturing partnerships, and engaging consumers through storytelling and experiences. This brand-first approach is what sets them apart.

That strategy is paying off. According to Craig Aldous, CEO of VSPT China, the group’s wine exports to China continue to rise in 2024, placing it among the top five Chilean wine exporters to the market.

Looking Ahead: Retail and E-Commerce in 2025

VSPT was one of the few wine companies at this year’s fair to maintain high levels of brand investment, hosting a flurry of events and activations throughout Chengdu.

San Pedro 1865 ran a two-week advertising campaign at Chengdu Shuangliu Airport to mark its 160th anniversary, while also participating in hotel exhibitions with a full portfolio that included GatoNegro, Viña Tarapacá, Leyda, Santa Helena, Alpaca, and prestigious labels like Cabo de Hornos and Altair, both considered among the “18 Immortals” of Chilean wine.

The brand also hosted a 160th Anniversary Masterclass, led by winemaker Sebastián Ríos, where 60 wine professionals and partners had the chance to taste six of San Pedro 1865’s benchmark wines.

Looking ahead, Germán Del Rio, VSPT’s International Business Director, reaffirmed the company’s long-term vision for China. “This market has always been a strategic cornerstone for us. We will continue to invest, adapt, and grow with it.”

Craig Aldous added that in 2025, the group will deepen its multi-channel partnerships, with a strong focus on retail and e-commerce to drive its next phase of growth in China.