PENFOLDS OWNER TWE ACQUIRED BORDEAUX WINERY TO SHIP TO ASIA
By Siulan Law Mathews DipWSET
Australia’s leading producer Treasury Wine Estates (TWE) which owns the prestigious Penfolds brand, has acquired a French winery in Bordeaux’s Haut Medoc appellation. The company aims at shipping French wines to Asia with an ambition of becoming the region’s no.1 French wines importer.
The Bordeaux winery being acquired is Chateau Cambon la Pelouse, it was previously owned by Jean-Pierre Marie. He had to sell up because his children did not want to take over the winery.
The property situates in the Commune of Macau in Haut Medoc of Bordeaux, it has been classified as a Cru Bourgeois producer.
The chateau has 65 hectares of vineyards and produces 400,000 bottles a year.
“This is the first vineyard bought in France. We already have a partnership with Thienot (a Champagne producer). We have a very important and well-established distribution and marketing network in Asia, we are going to sell French wines to the Asian market to increase our market share,” said Sébastien Long, TWE Continental Europe Manager who now manages Chateau Cambon la Pelouse.
Banking on the success of the Penfolds brand in China and Asia, TWE has adopted the strategy of buying French wineries and ship French wines into China and Asia to increase their market share in the premium wine category.
Clarke has high hopes on this new strategy and said the company’s ambition was to become the number one importer of French wines into Asia.
TWE has some 70 brands in its porfolio, most of these brands are produced in Australia and USA. Chateau Cambon la Pelouse is the group’s first ever French property in and more similar acquisitions are expected to follow.
(the writer can be contacted at: SLawMathews@thewinechronicle.com)
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