Interview with Rafael Guilisasti Gana, interviewed by Andrea Lluch, Santiago, Chile
Contributors: Lluch, Andrea, interviewer; Harvard Business School
Publisher: Harvard Business School
Published: 2008
Place of publication: Boston, MA
Language: eng
Format: [electronic resource]
Number of pages: 24
Subjects: Interviews; Industrialists; Wine industry; Marketing; Business; History; Economic conditions; Commerce; Viña Concha y Toro (Firm)
Description: 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.
Notes: Interview translated into English. Transcript available in English and Spanish.

Title from PDF title page (viewed on September 18, 2014).

Interviewed in Spanish on 2008 December 18 in Santiago by Dr. Andrea Lluch, HBS Research Associate, through the sponsorship of the Business History Initiative, Harvard Business School.

Interview with Rafael Guilisasti Gana, interviewed by Andrea Lluch, Santiago, Chile, December 18, 2008, Creating Emerging Markets Oral History Collection, Baker Library Historical Collections, Harvard Business School.

System requirements: Adobe Acrobat Reader.

Mode of access: World Wide Web.

Rafael Guilisasti is the vice chairman of the Chilean wine company Viña Concha y Toro, one of Latin America's largest wine exporters and a well-known international brand that is available in more than 130 countries. He joined the company in 1978 and was export director from 1985 to 1998, a period of great expansion into international markets. In addition, Mr. Guilisasti is a member of the board at Viñedos Emiliana S.A., Frutícola Viconto, and Viña Almaviva. During his career he has been very active in commercial organizations dedicated to promoting and developing the Chilean wine industry, particularly in international markets. In 2005, he became the president of Instituto Chileno Norteamericano de Cultura as well as the first vice president of the Elective Council of the Chilean manufacturers' association Sociedad de Fomento Fabril. In 2008, he was elected president of the Confederación de la Producción y del Comercio. Mr. Guilisasti holds a BA in history from the Universidad Católica de Chile.

Forms part of: Latin American oral history collection, 2006-2009.

Forms part of: Creating Emerging Markets oral history collection, 2006-