TWE expands on-premise channel in China

Australian wine giant Treasury Wine Estates will expand its on-premise offerings of Australian, Napa and New Zealand wines in China’s less developed second-tier cities, the company has announced.

The move, as the company explained, is to “capture growing demand for premium imported wine amongst Chinese customers”, as well as for the company’s wholesale distributor partners.

Starting from 1 July this year, a new range of wines are going to be available through TWE’s on-premise channels via wholesale distributors partners. The brands are Lindeman’s, Rosemount, St. Hubert, Coldstream Hill, Seppelt and Saltram from Australia; Beauilieu Vineyard, Stag’s Leap and Chateau St. Jean from the US; and Matua from New Zealand, together with Italy’s Castello di Gabbiano, according to the company.

In addition, later this year TWE is going to introduce its newly added French wine portfolio to the en premise channel.

“Establishing a strong on-premise presence for the entire TWE product portfolio is an important part of our long-term growth strategy,” commented Jack Wu, general manager of TWE China.

“In recent years, consumers are spending more time socialising outside of their homes and offices. Wine occasions in the on-premise environment such as business dinners, business travel, and family holidays are becoming increasingly popular, which creates strong demand for quality imported wines from the TWE portfolio.”

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