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Penfolds ups distribution in France
Australian wine brand, Penfolds, has teamed up with the Nicolas wine group in an effort to improve its distribution in France.
From September Penfolds will be available in more than 450 Nicolas stores which will initially list Penfolds Koonunga, Autumn Riesling and Bin 138 GSM, as well as some lines from the Icon & Luxury range which includes Penfolds Grange.
The arrangement will also see Penfolds promoted prominently in the group’s flagship store in Paris on the Place de la Madeleine.
Dan Townsend, Penfolds’ general manager for western Europe, said: “We’re delighted Nicolas has chosen to work with us to bring Penfolds to the French consumer. This is a terrific statement to the quality of Penfolds wines. In the 1979 Wine Olympiad in Paris, the 1971 Grange shocked the French by winning the Shiraz class against top wines from the France’s Rhône Valley. Once again we hope to remind them of the Penfolds pedigree.”
Support will also include a French speaking Penfolds wine ambassador to conduct tastings in store as well as a road-show engaging Nicolas’ top customers in cities across France.
Given that the only other Australian wine stocked by Nicolas is Cockatoo Ridge, perhaps being stocked here isn’t quite the statement Penfolds think it is.
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