Penfolds lifts London profile with D&D deal

Australian wine brand Penfolds has set up a partnership with UK fine dining restaurant group D&D London.

The mutually beneficial arrangement will help this flagship of the Treasury Wine Estates portfolio to boost its distribution across the UK capital’s high-end restaurant scene, building on the deal it signed with Bibendum Wine at the start of 2013.

This agreement saw the UK firm take on responsibility for distributing Penfolds Bins, Icon and Luxury wines, as well as the brand’s on-trade exclusive ranges. Penfolds Cellar Reserve and Bin 2.

Meanwhile D&D London will be able to take advantage of special events and training, as well as access to “unique” parcels of Penfolds’ wines. Although the group operates an international restaurant portfolio, with venues in Paris, New York, Tokyo and Istanbul, the Penfolds deal currently applies only to its core London business.

Announcing the partnership, TWE fine wine business controller Ranulf Sessions said: “Driving growth in the capital with Bibendum has always been a top priority for Penfolds as we seek to list the wines in the top sites in the city, which we should confidently achieve through our work with the renowned D&D”.

Paul Jenkins, purchasing director at D&D London, highlighted the benefits for his own group, saying: “The range of Penfolds listed is sure to resonate with our customers, who are all looking for unique, quality wines to complement the great food in our restaurants.”