TWE opens flagship Penfolds store in Shanghai

Australian wine giant Treasury Wine Estates (TWE), owner of Penfolds and Beringer, has opened its Penfolds flagship store in Shanghai, the same day as it officially released its Penfolds 2016 collection.

Opened on 20 October, the flagship store is TWE’s first in the Shanghai region and becomes the fifteenth of such stores in China for the group. All flagship stores are managed by TWE’s in-market partners.

The store offers all ranges of wines from Penfolds, as well as other brands owned by the group such as Wolf Blass, Rawson’s Retreat, Lindeman’s and Beringer. All the wines are imported directly from TWE in Australia to ensure their quality, the group said, adding the store will be managed by its authorised importer in Shanghai.

Robert Foye, TWE’s president and managing director of Asia and Europe, Middle East and Africa regions, and Peter Dixon, TWE’s general manager of North Asia, attended the opening ceremony. “Our big core brands of Penfolds, Wolf Blass and Beringer are now available in this beautiful flagship store.” Foye added.

The store is located on Banquan Road in Pudong New District.