TWE adds Maison de Grand Esprit to its portfolio

Australian wine giant Treasury Wine Estates (TWE) has launched its first French wine brand, Maison de Grand Esprit, which is designed to make French wines more accessible to Asian consumers.

A VIP trade preview of Maison de Grand Esprit in Paris on 16 June.

The move was originally announced back in March and builds on its existing Australian, New Zealand, Californian and Italian portfolio and grow sales in the lucrative Asian market.

Unveiled at a VIP trade preview event in Paris on 16 June, Maison de Grand Esprit “breaks the mould” of traditional French houses that focus on a single sub-region and are anchored to a physical location. Instead the new brand, which translates to ‘House of Great Minds’, showcases the very best of France’s regions – Bordeaux, Burgundy, Rhône and Provence – all under one brand, according to TWE.

The wines, which include three ranges from ‘Grand Esprit’, ‘La Mystèriale’, ‘L’être Magique’ are claimed to be sourced from a selection of France’s best vineyards and grape growers; all are made and bottled at wineries in the individual regions where the grapes are sourced, the company added.

Born and bred in the Rhône Valley, Maison de Grand Esprit consultant winemaker, Sebastien Long draws on his experience in both Old and New World winemaking regions to create wines that are “proudly French, but modern and fruit driven in characteristic”.

“This flexible sourcing approach provides luxury wine lovers with the opportunity to discover the best of France under one trusted brand. Maison de Grand Esprit offers something that other French chateaux cannot given their traditional sourcing methods,” says Sebastien.

“We are proud to showcase a collection of luxury, appellation d’origine contrôlée wines” he adds.

Maison de Grand Esprit will be available throughout Greater China, Japan and South-East Asia from November this year, with its rosé, and other wines, also available in Australia and the US later this year.