Penfolds’ worldly pursuit
Spirited plan to create premium wines overseas
WINEMAKER Penfolds is poised to produce wine overseas for the first time, turning out bottles of shiraz and cabernet sauvignon in California’s famous Napa Valley.
Penfolds, part of the Treasury Wine Estates stable, will also craft Champagne in France and introduce a fortified wine (pictured, right) infused with the Chinese spirit, baijiu, as the famous Australian brand adds some international character to its lineup.
Treasury Wine Estates deputy chief marketing officer Angus Lilley (pictured) said Penfolds winemakers would craft wines consistent with the label’s characteristics and flavour profile using the company’s existing facilities in the Napa Valley, beginning from the California 2018 harvest later this year.
The company is aiming to release the Napa Valley wines by financial year 2022.
“It obviously signals an intent for us to support Penfolds and to invest in Penfolds moving forward,” Mr Lilley said.
“This is the first foray into potentially looking at other regions.”
The ambitious plan to produce a premium wine in the US comes five years after Treasury had to destroy product when exports of low-end brands failed to win over US wine drinkers.
In September, Penfolds will release a more exotic creation: a fortified wine made from Barossa shiraz and infused with the Chinese alcoholic spirit baijiu, which is one of the most widely drunk liquors in the world.
“We are really excited to see how consumers throughout the world and in China respond,” Mr Lilley said of the baijiu creation.
Work is also under way in Champagne, with the French bubbles expected to be released next year in time for the brand’s 175th anniversary, as part of a new range called Penfolds Special Bottlings.
Penfolds yesterday also added a 28-year-old single batch brandy to its range.
Treasury Wine Estates’ net profit for the six months to December 31, 2017, was up more than 37 per cent to $187 million.
Its full-year results are expected to be released on August 16.