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JD.com expands Penfolds offering to Chinese consumers
China’s largest online direct sales company, JD.com has announced it will be the first to offer the Penfolds Max range online outside of Australia.
The launch event held in Beijing this afternoon
Launched in 2011, JD.com’s wine business has become one of the fastest growing channels for Chinese consumers to buy wine. The company sold 22 million bottles of wine last year – more than double its 2014 figures.
Feeding China’s increasing demand for international wine brands, JD.com sources from 12 countries, including France, Australia, Chile, Spain, Italy and the US and offers same and next day delivery service covering a population of over 600 million.
Penfolds is one of its most popular brands and JD.com has expanded its partnership with the Adelaide estate by offering the new Penfolds Max range online – the first ecommerce site in China to do so and the first outside of Australia – starting with the 2014 Shiraz Cabernet blend and followed by the rest upon their release in China.
The Max collection which includes a Shiraz, a Cabernet, a Shiraz/Cabernet blend and the flagship wine, Max Schubert, is in honour of Penfolds’ former chief winemaker, Max Schubert.
The extended partnership was announced this morning in Beijing between Wang Zhiqiang, general manager liquor business of JD.com’s FMCG unit and Ewan Proctor, Penfolds North Asia brand ambassador.
“Chinese consumers have developed an increasingly sophisticated palate for wine, and we are continuously expanding our offerings with world-class brands like Penfolds to meet this demand,” said Carol Fung, President of JD.com’s FMCG unit.
“Penfolds has long been one of the top selling brands on JD.com, and this announcement further strengthens that relationship and gives our customers access to an even wider selection of their wines.”
“Chinese consumers are increasingly appreciative of the high quality of our Australian wines and our partnership with JD.com has been a tremendous channel for us to facilitate the market opportunities,” added Peter Dixon, general manager North Asia, for Penfolds’ brand owner, Treasury Wine Estates.
“As one of the country’s most trusted online platform for authentic wines, JD.com can provide the high quality user base, logistic infrastructure and online experience to help us succeed in China.”