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Penfolds appoints Daevid Warren as sales director, EMEA
Penfolds has appointed Daevid Warren as sales director for EMEA after parent company Treasury Wine Estates released its financial results yesterday.
Warren formerly led the brand’s global travel team, overseeing changes to the company’s global travel strategy and assisting with Covid-19 recovery.
He now joins the Penfolds EMEA team as sales lead, taking on the EMEA role following a year of solid growth for the brand in EMEA with net sales revenue increasing by 17.4%.
Sales in the US fell by 11.7% as part of the policy to move upmarket. The company said price increases pushed through on several brands was a key factor in profit margins increasing overall, along with internal cost-cutting.
However, the standout performer was the Penfolds division whose sales rose by 14.3%. Penfolds Bin 407 Cabernet Sauvignon had a 9% price rise, while the 19 Crimes label was up 6%, and the Squealing Pig went up by 9% in the UK.
Yodi Mootoosamy, general manager, Penfolds global sales, said of Warren’s new role: “It’s a hugely exciting time for Penfolds right now, especially in the EMEA region where there is great momentum following some outstanding progress in the last few years with significant distribution gains; a notable achievement being the introduction of Penfolds to La Place de Bordeaux. I have every confidence that under Daevid’s leadership, the team will thrive and continue their progress in growing Penfolds footprint across the region and in furthering our mission to be considered a global luxury icon.”
The brand became a stand-alone division within the Treasury Wine Estates business in 2021, with dedicated Penfolds teams in regions around the world across various functions, including sales, finance and marketing. The EMEA division is headquartered in Twickenham in the UK and has team members located in offices across Europe and the Middle East.