The Empathetic Brand 2025 study, conducted by consulting firms Gestión Social and Parla in partnership with Criteria, recognized Santa Rita as the winery that best connects with people and its surroundings, based on an assessment of the consistency between what brands communicate, what they do, and what they represent to society. The result highlights the company’s commitment to purposeful sustainability, grounded in a balance between environmental responsibility, social equity, and economic viability.

Identifying the organizations that best embody empathy as a driver of relationships with people, society, and the planet was the central aim of the first Empathetic Brands Study, carried out by Gestión Social and Parla together with Criteria. In this context, Viña Santa Rita was distinguished as Chile’s most empathetic wine brand.

The study evaluated 124 brands across 30 categories and analyzed more than 3,000 cases. Its objective was to measure organizational empathy as a new way of understanding sustainability, defining it as the coherence between what brands declare, what they do, and what they mean to their environment.

Santa Rita stood out not only for its connection with people, society, and the planet, but also for its focus on the convergence of being environmentally friendly, socially equitable, and economically viable. This work is underpinned by the application of the precautionary principle in its management and by full compliance with current legislation, together with the development of initiatives aimed at strengthening sustainability practices throughout the entire production and commercialization process — including vineyards, wineries, marketing, suppliers, employees and their families, and local communities.

The purpose of this approach is to raise awareness and implement concrete measures to achieve a harmonious coexistence between wine production and commercialization, wine tourism activity, and environmental conservation, while safeguarding the well-being of future generations.

The Empathetic Brand research considered ten attributes grouped into three dimensions: values, actions, and core variables, the latter linked to emotional connection with causes and people’s well-being.

Overall, the study distinguished 36 companies with the highest scores in their respective categories, across both B2C and B2B segments, demonstrating that empathy can be expressed through different business models.