TREASURY TAPS INTO ASIA’S TASTE FOR FRENCH WINE
TREASURY Wine Estates has launched a new brand to be marketed in China as it forges ahead with a plan to sell French wine in the world’s fastest growing market.
The Australian winemaker launched the brand, Maison de Grand Esprit, at an event for Chinese buyers in Paris.
It comes three months after Treasury unveiled plans to sell French wine there in an ambitious grab for more market share.
It already sells premium Australian wine brands there and started selling some of its best US brands in that market late last year.
Treasury has not bought any French vineyards to supply wine for the new brand. It will instead be sourced from some of France’s best vineyards and bottled in France, the group said.
“We have created Maison de Grand Esprit as a brand built from multiple regions within the one country but, importantly, the wine is produced to a consistent quality standard, as opposed to various regional winemaking standards,” chief executive Michael Clarke said.
“French wine is one of the most sought-after countryof-origin wines across north Asia as consumers see this … as a benchmark for quality.”
Treasury will start selling its French wines in China, Japan and South-East Asia in November and expects to sell part of the range in the US and Australia some time before the end of the year.
Its French wines will have four pricing levels, ranging from the top tier Grand Esprit wines from around 1598 renminbi (about $310), to the Miraculeuse wines at 168 renminbi.