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Product Launch - Treasury Wine Estates' Penfolds Cellar Reserve Coonawarra Cabernet Sauvignon 2012

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Penfolds Cellar Reserve Coonawarra Cabernet Sauvignon 2012

Penfolds Cellar Reserve Coonawarra Cabernet Sauvignon 2012

Penfolds Cellar Reserve Coonawarra Cabernet Sauvignon 2012

Category - Wine, Australian, 14.5% abv

Available - From this month

Location - Global Travel Retail, initially in Australia

Price - SRP of AUD250 (US$186)

Treasury Wine Estates (TWE) has launched a new Penfolds variant as it continues to highlight the wine brand.

Penfolds Cellar Reserve Coonawarra Cabernet Sauvignon 2012 is exclusive to Travel Retail and will first roll out in Australian airports. TWE said the new product is targeted at the Penfolds consumer that "travels internationally and values bespoke products and exclusivity".

TWE has put fresh focus on its Penfolds range since CEO Michael Clarke took the helm last year amid financial struggles. One of Clarke's first decisions was to change the release of the premium Penfolds Bin series and icon & luxury collection wines to October instead of March and May to give retailers more time to sell.

Clarke has also said he could "retire" or sell some of TWE's "non-priority" brands and focus on higher-end labels.


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