TOKYO, JAPAN, 21 October 2016 – To capture growing demand for premium wine amongst Japanese consumers, leading global winemaker Treasury Wine Estates (TWE) today announced it will expand its portfolio offering of quality Australian and New Zealand wine brands in Japan through an improved route-to-market strategy.
Under the new strategy, 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, while strengthening strategic relationships with key partners in the fine wine retail, supermarket and convenience store, on-premise, and e-commerce channels.
The new direct import strategy builds on the success of TWE and its existing distributor partnerships in Japan - brands including Penfolds, Beringer, Wolf Blass, Rosemount and Matuawill continue to be available through these distributor partnerships.
Wines that will be directly imported, marketed and sold by TWE will be available to trade partners from 10 January 2017. In addition to the Australian and New Zealand brands, TWE plans to also introduce a number of the Company’s premium Californian wine brands under the direct import model from April 2017.
According to General Manager for TWE Japan, Travis Brown, the expansion of TWE’s portfolio reflects the growing appreciation of quality wines amongst Japanese consumers, and reinforces the importance of the Japan market to TWE’s growth aspirations.
“This is an important and exciting development for TWE in Japan and for Japanese wine lovers. 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,” Brown said.
Managing Director and President for TWE Asia, Europe and Latin America, Robert Foye added 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,” Foye said.
From the establishment of Australia’s Penfolds in 1844 and Lindeman’s in 1843, to the 1876founding of Beringer Vineyards in the United States, TWE has a diverse portfolio of some of the most recognised and awarded wine brands in the world. In the financial year 1 July 2015to 30 June 30 2016, TWE sold 33.6 million 9LE cases of wine and generated net sales revenue of A$2.232 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.
The Company owns and operates more than 9,000 planted hectares of vineyards in Australia and New Zealand, and is custodian of some of the most sought after viticultural assets in the Barossa Valley and the Coonawarra in Australia, as well as in Marlborough on the South Island of New Zealand. In the United States, TWE operates more than 4,000 planted hectares of vineyards across renowned viticultural regions in California, including Sonoma County, NapaValley, Paso Robles, and Santa Barbara, as well as the picturesque Gabbiano vineyard in Tuscany, Italy.
About Treasury Wine Estates
Treasury Wine Estates (TWE) is one of the world’s largest wine companies, listed on the Australian Securities Exchange (ASX). The Company has a rich heritage and a portfolio of some of the most recognised and awarded wine brands in the world, including: Penfolds, Wolf Blass,Beaulieu Vineyard, Lindeman’s, Sterling Vineyards, Blossom Hill, Pepperjack, Rawson’s Retreat, Matua, Beringer, Stags’ Leap, 19 Crimes, Gabbiano, Chateau St. Jean and Wynns Coonawarra Estate. TWE is focused on portfolio premiumisation and brand-led marketing,with world-class production facilities in internationally recognised wine regions. The Company sources grapes from a mix of owned, leased and third-party vineyards. Employing approximately 3,500 winemakers, viticulturalists, sales, marketing, distribution and support staff across the globe, TWE’s wine is sold in more than 100 countries around the world.
For further information, please contact:
PR & Brand Communications Manager – Greater China, Japan, South Korea
Treasury Wine Estates
T: +852 2682 4407