TWE and Tmall to drive Mouton Cadet sales in China

Australian wine giant Treasury Wine Estates has teamed up with Tmall, the retail platform of the world’s biggest e-commerce company Alibaba, to drive sales for Baron Philippe de Rothschild’s Mouton Cadet and Escudo Rojo brands in mainland China, following TWE’s exclusive partnership with the French company last year.

A launch ceremony was held last week in Shanghai to celebrate the partnership between TWE, Baron Philippe de Rothschild and Tmall.

The partnership was announced last week at a launch ceremony in Shanghai, attended by chairman of Baron Philippe de Rothschild’s Supervisory Board, Philippe Sereys de Rothschild, and TWE’s CEO Michael Clarke.

Effective from January this year, TWE is managing the sales, marketing and distribution across China ofBaron Philippe de Rothschild’s range of French and Chilean brands led by Mouton Cadet and Escudo Rojo, the group’s wine brand from Chile.

The partnership with Tmall will include listing of wine brands from the Baron Philippe de Rothschild portfolio on its platform, which would include Mouton Cadet Cannes ‘Ryder Cup and America’s Cup’ Limited Editions, Mouton Cadet Réserve ‘Ice Rosé Signé’ Mouton Cadet, Mouton Cadet Select ‘Escudo Rojo’ Blend, Mouton Cadet Vintage Edition ‘Escudo Rojo’ Varietals and Mouton Cadet Vintage Edition ‘Anderra’ in addition to the wine range from Escudo Rojo.

This marks another collaboration between TWE and Alibaba after the two worked together last year to bust 14,000 bottles of fake Penfolds, the flagship brand under TWE.

Tmall has been actively driving its online wine sales with leading wineries, importers and wine critics. In 2016, it launched its first 9 September Global Wine & Spirits Festival, with an effort to duplicate the success of its Single’s Day Festival, which has become a massive shopping extravaganza that reportedly brought in US$25 billion in a single day.

Wine sales, the second most popular alcoholic beverage on Tmall after Chinese Baijiu, increased about 21% in 2016 over 2015, according to its joint report with CBNData, without giving details about exact value or volume.

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