TWE to aggressively push its flagship Penfolds brand in China
By 2011-10-31 16:15:29
In China, the fastest-growing market for Australian wine exports, TWE is aggressively pushing its flagship Penfolds brand, choosing Shanghai as the venue to launch its $1000 per bottle Bin 620 next month.
"Asian demand for luxury products is really important -- we have some of Australia's oldest and most authentic wine brands and we haven't done a great job of telling those great histories," says TWE managing director David Dearie, who has led the company since it was demerged from Foster's in May, "In China, if you're paying a premium price for a product, they want to know why it's worth the price. Because we have a history dating back to the 1840s we can tell them about Penfolds and that rich tradition."
From cnwinenews