Treasury Wine Estates (TWE) says its new channel exclusive Penfolds Cellar Reserve ranged, launched at TFWA World Exhibition, has met with a positive reception from an increasingly wine-conscious travel retail channel.
As reported, the range features five single varietals: the newly released Chardonnay, Pinot Noir, Sangiovese and Tempranillo, plus the 2012 Cabernet Sauvignon, which was launched exclusively in Australian airports in June. The three new reds have a recommended travel retail price of A$85 (US$61) and the Chardonnay A$55 (US$40).
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Penfolds Cellar Reserve: “A compelling proposition for the wine shopper and travel retail” |
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“We put ourselves out there as wanting to lead category growth in the channel. This is another example of us coming back to our retail partners with a compelling proposition for the wine shopper and travel retail.“ |
Tom King Global Travel Retail General Manager Treasury Wine Estates |
Cellar Reserve was initially available exclusively with Heinemann Duty Free at Sydney Airport before being rolled out to other key airport locations from October.
Treasury Wine Estates Global Travel Retail General Manager Tom King told The Moodie Report “Cellar Reserve celebrates the art of wine-making with boutique-size batches and a combination of traditional and contemporary wine-making techniques.
“It includes varietals that aren’t necessarily recognised as being traditionally associated with the Penfolds range. So we have [alongside the Cabernet Sauvignon] a Pinot Noir, a Tempranillo, a Sangiovese, and a Chardonnay. Initial results have been pretty positive.”
King said that company research into wine-buying motivations in travel retail had underlined the importance of exclusivity as well as the openness of airport shoppers to new products, new varietals and new wine-making techniques.
“We’re satisfying that need and that demand to showcase something different and to offer passengers something new – but all within a trusted quality global brand, Penfolds,” he said.
Various brand activations around the travel retail world are focused on four key category drivers, what the company has dubbed: ‘Find your wine, know your wine, love your wine, and buy your wine.’
“We’re ensuring there’s clear signposting around the brand but also around the fact that it’s a travel retail exclusive, in English and Chinese,” said King. “There is video content within the merchandising units with a message from Peter Gago, the Chief Winemaker at Penfolds.
“We think it’s a really compelling proposition to add incremental value to the wine category without cannibalising anything in the Penfolds range.”
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King concluded: “We put ourselves out there as wanting to lead category growth in the channel, and this is another example of us coming back to our retail partners with a compelling proposition for the wine shopper and travel retail.
“We continue to see positive momentum in the category, and that’s been our ambition overall – to drive category growth. We’re now having much better conversations with our retail partners on what more we can do with wine and then with our brands.”
