Lion and Jebsen Fine Wines sign China deal

Australian retail giant Lion has joined forces with Jebsen Fine Wines to sell some of Australia and America’s most popular wine brands across China.

The range at St Hallett’s Cellar Door

Under the agreement, Jebsen will distribute a number of premium wines owned by Lion’s Fine Wine Partners, across its many provinces. The Australian and American wine brands soon to reach Chinese consumers include St. Hallett (Barossa, South Australia), Petaluma (Adelaide Hills, South Australia), Stonier (Mornington Peninsula, Victoria), Knappstein (Clare Valley, South Australia) and Argyle (Willamette Valley, Oregon).

Bill Webb, managing director of Lion’s Fine Wine Partners, said that China is a key focus for the business’ global strategy.

“China is an immensely important part of our global aspirations. We are delighted to partner with Jebsen Fine Wines – one of the leading importers and distributors of premium wine in China.

“Jebsen has exhibited a long-term commitment to building premium wine brands and, with its extensive distribution footprint, will ensure that our wines are accessible to a wide spectrum of adult consumers across China,” Webb added.

Director of Jebsen Fine Wines, Gavin Jones, said: “As the wine category in China continues to grow in sophistication and consumers’ passion for wine knowledge reaches new heights, now is the time to invest greater efforts in promoting outstanding wine brands such as the ones we will now distribute from the Fine Wine Partners stable.

“We have great confidence in these brands and are convinced that the Chinese adult consumer will embrace them and develop a loyal following over the coming years. Fine Wine Partners has demonstrated its belief in the China market and we look forward to working with them on this exciting journey over many years to come.”