Viña Santa Rita appoints Marie-Charlotte Fraysse

Viña Santa Rita has named Marie-Charlotte Fraysse as the commercial director of Casa Real. In this newly created role, Fraysse will lead the global sales strategy for Casa Real – the flagship wine from Viña Santa Rita, Chile – reporting directly to CEO Javier Bitar. Her mandate is clear: to strengthen Casa Real’s standing in the global fine wine market and drive its next stage of growth. Based in Bordeaux but originally from Champagne, Fraysse brings a wealth of international expertise in the fine and luxury wine sector. Most recently she served as senior director of International Sales for the APAC region at DAOU. Earlier roles with Undurraga, Viña y Bodega Botalcura and Viña Valdivieso – in both Asia and Chile – have given her deep insight into Latin American and international markets. Fraysse’s decision to join Casa Real was driven by her admiration for the wine’s heritage. As she states, “Casa Real isn’t just another great Cabernet from Chile — it has a true soul and a rich legacy to share,” says Fraysse.

144-year legacy

“From my very first conversations, I felt the deep passion and commitment behind this project. Everyone I met shared the same drive: to honour the 144-year legacy of the winery and fulfil Don Ricardo Claro's vision of crafting Chile’s finest Cabernet Sauvignon from the best vines in the original Alto Jahuel vineyard. A wine that truly reflects its unique terroir and can stand confidently among the world’s greatest Cabernets, inspired by the grands vins of the Médoc.” Her connection with Chile deepened after several years living in the country. Reflecting on her career she explains, “I fell in love with its land, its bold vision, and those who work tirelessly to show that Chilean wine is about history, character, quality, and a true sense of terroir. Casa Real represents everything I admire in fine wine: heritage, authenticity, and an unwavering commitment to quality. My French DNA naturally connects me to the old-world attributes of fine wines, and the opportunity to help shape Casa Real’s future — whether through La Place de Bordeaux or strategic growth in Latin America — felt like a natural fit. This role brings together my experience, my love for Chile, and my passion for fine wines. I feel incredibly excited and lucky to have been given this opportunity.”

Charting a bold future

With the evolving nature of the luxury wine market, Fraysse is focused on more than just volume. She believes that success comes from cultivating a strong, value-driven presence in key markets. In her own words, “The luxury wine market is shifting, and we must be more creative, intentional, detail-oriented and proactive than ever,” she explains. “Success won’t just come from selling more bottles but from building a strong, value-driven presence in the right markets, ensuring the wines sell through, not just sell in. It’s about choosing the right partners, fostering trust, sharing the right stories, and securing Casa Real’s position alongside the finest wines in the world.” Looking ahead the challenges are clear. Fraysse adds, “La Place de Bordeaux itself is going through a transformation, and navigating this shift while expanding into new markets will require a clear, long-term strategy.”