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Paragon Wine Estates expands fine wine business in Asia
Australia’s Paragon Wine Estates has announced plans to expand its presence in Asia, focusing on three key markets: China, Korea and Vietnam.
Paragon Wine Estates has announced a partnership with market and brand building agency Nimbility to expand its presence in China, Korea and Vietnam.
Nimbility is the newly-appointed export and brand management team in the region for Paragon’s Australian and New Zealand fine wine labels including Cape Mentelle, Isabel Estate and Krondorf.
Nimbility will be looking first to secure the right import and distribution partners for these brands.
Ian Ford, CEO of Nimbility, said of the new partnership: “We’re excited to be working with Paragon Wine Estates and in particular the exceptional wines of Cape Mentelle, Isabel Estate and Krondorf. This partnership reignites our Australia and New Zealand categories which are of central importance to our strategic development in Asia. To be working with such strong legacy brands from some of the world’s most highly regarded wine regions is a distinct honour and privilege.”
Partner Content
Paragon Wine Estates is the fine wine portfolio of Endeavour Group, one of the world’s 10 largest liquor retailers and hospitality businesses.
The company’s fine wine portfolio will benefit from the strong return of Australian wine to the China market after the hiatus caused by tariffs.
Paragon plans to establish stronger business in China for its Margaret River winery Cape Mentelle and Barossa Valley producer Krondorf. It also hopes to build the presence of its New Zealand producer Isabel Estate in these Asian markets.
“We are thrilled to be partnering with Nimbility on this project in Asia to establish the correct route-to-market for our key strategic brands,” said Lloyd Stephens, general manager of International Export for Endeavour Group. “Nimbility’s team gives us the high level of expertise and on-the-ground access that we need to correctly position and build our legacy brands in these complex, yet highly relevant, markets.”
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