TWE expands portfolio in Japan

To capitalise on Japan’s growing demand for premium wine, Treasury Wine Estates has increased its selection of Australian and New Zealand brands in an improved route-to-market strategy.

Under the new strategy, Treasury Wine Estates (TWE) will directly import, market and sell a number of premium wine brands including Rawson’s Retreat, Lindeman’s, Wynns, Coldstream Hills, Yellowglen, Pepperjack and Secret Stone which will be available to the trade from 10 January and will add to TWE’s existing brands in Japan which are Penfolds, Beringer, Wolf Blass, Rosemount and Matua.

In addition, plans are afoot to introduce a number of TWE’s Californian wine brands under the direct import model from April 2017.

General manager for TWE Japan, Travis Brown said the expansion of TWE’s portfolio reflects the growing appreciation of quality wines among Japanese consumers and reinforces the importance of the Japan market to TWE’s plans for further growth in the region.

“This is an important and exciting development for TWE in Japan and for Japanese wine lovers,” he said.  “Having our team of people selling and marketing our brands will allow us to build stronger relationships with our consumers and our partners than ever before.

“The recent signing of the Japan Australia Economic Partnership Agreement which sees the gradual elimination of tariffs on Australian wine is already making Australian wine more attractive to consumers and trade alike,” he added.

Managing director and President for TWE Asia, Europe and Latin America, Robert Foye also commented that the changes are in line with the company’s strategic focus on enhancing its route to market in key countries across Asia.

“TWE has had great success in improving its route to market in Greater China, Korea, Singapore and Taiwan. We are now also focused on Japan. Per capita wine consumption in Japan is one of the highest in the Asia region, and we are seeing the interest in premium wine increasing – this presents enormous opportunity for TWE to introduce more quality wines to the market.

“With a global portfolio of some of the most awarded wines in the world, our business is well positioned for growth in Japan through our new direct import model, as well as strengthened partnerships with key customers,” he said.

In the financial year 1 July 2015 to 30 June 30 2016, TWE sold 33.6 million nine-litre cases of wine and generated net sales revenue of AUS$2.232 billion (US$1.76 billion). TWE operates across four regional business models – Australian and New Zealand, Asia, the Americas and Europe – with wine sold in more than 100 countries globally.