TWE partners with Baron Philippe de Rothschild for China

Australian wine giant, Treasury Wine Estates (TWE), has announced an exclusive partnership with Baron Philippe de Rothschild to import and distribute its wines such as Mouton Cadet and Escudo Rojo from Chile in China.

The new partnership is meant to complement TWE’s own premium French brand – Maison de Grand Esprit – that the company has just unveiled for the Asian market.

In addition, TWE will introduce additional warehouse facilities in Shanghai in late 2017, which will stock TWE’s recently introduced French brands, along with other major TWE brands including Penfolds, Wolf Blass, Beringer and Beaulieu Vineyard.

It is expected that this route-to-market improvement will reduce lead times for customer orders and improve opportunities for customers to stock a broader range of TWE brands, allowing the company to become even more nimble in responding to market needs.

TWE’s chief executive officer, Michael Clarke, commented: “We are continuing to execute on our strategy to be the imported wine category leader in China by both volume and value. We are doing this by investing in closer, more efficient and strategic partnerships with existing and new customers and by positioning TWE as the wine supplier of choice across multiple brand portfolios and countries-of-origin.”

Further details of TWE and Baron Philippe de Rothschild’s partnership are expected in the TWE annual results report this August.