UK: Treasury Wine Estates targets high-end with 'fine wine' unit in UK
Click through to view Treasury Wine Estates' Fine Wine Team
Treasury Wine Estates has officially launched a 'fine wine' business unit in the UK, designed to give the company's GBP15+ (US$23.37)-per-unit wines a push in the country's on- and off-trade.
The company, which soft launched the division earlier this year, said today (28 November) that the 'Treasury Wine Estates Fine Wine Team' will focus on brands such as Penfolds, Wynns, Devil's Lair and the Wolf Blass Icon portfolio. The creation of the unit, which consists of three wine professionals, follows the formation of similar departments in Australia and the US for Treasury.
Heading the team is Ranulf Sessions, who joined Treasury three months ago from Gruppo Italiano Vini. Making up the unit is Mark Davenport and Craig Mitchell, who have been with Treasury (and formerly Foster's Group) for eight and four years respectively. The three have been charged with solely selling wines in the UK and Ireland that retail at GBP15 and above, to the grocery and cash-&-carry channels, as well as to the on-trade.
With around 65 customer on its books already, the 'fine wine' team is hoping to grow that customer base and increase the distribution of Treasury's higher-end wines.
In acknowledging that Treasury's top-end portfolio “hasn’t previously been developed in the UK to its full potential”, Sessions maintained that “the potential of our portfolio of fine wines is truly staggering.
“We have wines of the diversity and quality to reinvent what Australian wine is all about in the UK,” he said.
As well as the Australian and US wine brands that meet the criteria, Sessions told a group of journalists in London today that the team plans to bring Treasury's Italian offering, Gabbiano, to the UK market in the Spring.
Although based out of Treasury's headquarters in Twickenham, the three will spend the bulk of their time in-market, Sessions added.
Since demerging from Foster's Group in May, Treasury is now managed as four regional businesses, in Australia & New Zealand, The Americas, Europe, Middle East & Africa and Asia.
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