CHINA MADE PENFOLDS INCLUDED IN NEW "ONE BY PENFOLDS" RANGE
By Tony Zhu
Australia’s Treasury Wine Estates (TWE) has launched its inaugural China made Penfolds wine along with three other wines from France and USA under the “One by Penfolds” range, which will be on sale in China next month before a global launch in mid-2023.
All of the four wines will carry a price tag of RMB228 (USD32) per piece and will be available in select fine wine retail outlets and on wine e-commerce platforms in China from October.
The China made Penfolds is sourced and made in China’s Ningxia region, TWE has not made known what varieties are used in the blend.
Labelled as One by Penfolds Red Blend China (Ningxia) 2020, this China made wine will be available exclusively in China.
The new range also includes One by Penfolds Red Blend California 2020; One by Penfolds Vin Rouge France 2020 and and One by Penfolds Grenache Syrah Mourvèdre France 2020.
“One by Penfolds is about much more than the wine itself. It is inspired by culture, collaboration, empowerment and giving back to the community,” said Tom King, Managing Director of Penfolds.
“For each winemaking region represented in One by Penfolds, signature varietals and blends were selected by our winemakers that best represent the regional character while suiting the Penfolds style and benchmarks for quality, consistency, and drinkability,” King added.
“Penfolds winemakers worked alongside our dedicated teams in France, America and China to create fruit forward, medium-bodied, vibrant and aromatic wines from each region”, said Matt Woo, Penfolds’ winemaker in China.
“Expressive varietal characters carry a medium tannic structure, silky and integrated. The wines are approachable and ready to drink,” Woo added.
The new range comes with a front label designed by artist Ori Toor, whom TWE said has “creatively captured the essence of the local communities of each winemaking region through playful and unconventional designs”.
The back label has a QR code for downloading which contains a set of 24 animated emojis with symbols including a lighthouse, a panda, a teapot and a skateboarder with subtle One by Penfolds branding.
To coincide with the launch of Penfolds first China-made wine, TWE has partnered with the China Agricultural University to establish a student fund and academic exchange programme that supports winemaking and viticultural studies for local talents.
“In addition to merit and needs-based financial assistance with tuition, we are pleased that the One by Penfolds Student Fund will also support academic and cultural exchange, wine education materials, and access to wine samples from around the world for students to expand their learning,” said Tianhong Li, Dean of College of Horticulture, China Agricultural University.
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