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Treasury Wine Estates to launch Penfolds baijiu wine, Champagne in new multi-country strategy

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Treasury Wine Estates is opening up its Penfolds brand to the world with new bottlings that include a bajiu-infused Shiraz and a Champagne.

Treasury Wine Estates new Penfolds range includes a pot distilled 28-year-old single batch brandy

Treasury Wine Estates' new Penfolds range includes a pot distilled 28-year-old single batch brandy

In a major shake-up, announced today, the company also said it has started sourcing Californian grapes for future releases of the historically-Australian Penfolds. The moves all form part of a strategy to help "future-proof" Penfolds, as TWE looks to new consumers in the US and China.

The Shiraz and Champagne are two of the first releases in the new Penfolds Special Bottlings range that also includes a pot distilled 28-year-old single batch brandy. The brandy, called Lot. 1990, is available from today, although consumers will have to wait longer for the other Special Bottlings launches. Lot. 518, a 21.5%-abv fortified Barossa Shiraz that uses the Chinese spirit baijiu in the fortification process in place of grape spirit, is due for release in September. Meanwhile, the Champagne, sourced from the Champagne region, is expected to be released next year in time for the Penfolds brand's 175th anniversary.

A spokesperson for TWE told just-drinks the brandy will roll out exclusively in the Global Travel Retail channel for AUD425 (US$314) per bottle. The baijiu Shiraz will be available in North Asia and GTR with an SRP of AUD150.

Announcing the innovations, TWE's chief marketing officer, Michelle Terry, said: "The news we have shared today represents a significant leap forward for Penfolds as we extend the brand's rich and powerful past to innovate, create and preserve for the future. These extensions will consolidate Penfolds as a luxury brand that transcends beyond its existing sourcing regions and categories; positioning it for its next chapter." 

TWE CEO Michael Clarke said the new products and the decision to source grapes from California will help broaden the brand's appeal to consumers around the world. "Multi-region and multi-country sourcing brings excitement and energy into established brands and at the same time, strengthens TWE's ability to deliver consistent, quality wine year on year; regardless of vintage variation," Clarke said.

The company will source Napa Valley grapes from the 2018 California harvest onwards with the first products expected to launch by the group's fiscal-2022.

Click here to read a just-drinks interview with TWE head Michael Clarke from last year


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