Customs data shows that in April 2024, the import volume of Australian bottled wine increased by 3337.35% and 502.81% year-on-year respectively, and the market heat is rising rapidly.
From May to July 2024, Penfolds will launch its 180th Anniversary Tasting Dinner across the country under the theme of "Riding the Momentum, Penfolds Future", which will be held in 10 major cities in China, including Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu, to present Penfolds to Chinese partners and wine lovers the quality of Penfolds wines from Australia, the United States, France, China and other iconic regions around the world.
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Penfolds works with partners to share the best of national origins
At the event, all the wines from Penfolds' iconic global appellations were unveiled, deeply interpreting the diverse terroir expression of Penfolds Winery's style.
In the Australian production area, led by Grange, Bin 389, Bin 407 and other wines are loved by wine lovers around the world; In the U.S., Bin 704 redefines Napa Valley Cabernet Sauvignon from a Penfolds perspective, while Bin 600 kicks off Penfolds' journey around the world. In France, the blend of three classic Bordeaux grape varieties, FWT 585 and the Penfolds Champagne range are bold and innovative creations. In China, CWT 521, the first Chinese wine from Shangri-La Cabernet Sauvignon in Yunnan and Marselan in Ningxia, was the first wine from the Chinese region, CWT 521, which was complemented by the One by Penfolds One Trendy Wine Collection.
Thanks to its strong partnership, Penfolds has worked hand in hand with a number of partners to bring many of the best wine-producing regions from around the world and the Penfolds wine-inspired wine to this historic land and introduce them to wine-loving Chinese consumers.
Penfolds' popular Claret Hills, Max, Penfolds Tribute, Penfolds Champagne and Penfolds No. 1 China Wines are all exclusively represented by local Chinese partners, and the mature market strategy and layout will further enhance Penfolds' reputation and influence in the domestic wine market, allowing more Chinese wine lovers and industry insiders to experience the charm of Penfolds.
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Ten cities will work together to deepen the local connection with the Chinese market
In addition to celebrating Penfolds' 180th anniversary, the "10-City Linkage" will review the achievements of long-term and sincere cooperation between Penfolds through a variety of tasting activities, which will strengthen the exchange between Penfolds and its domestic partners. At the same time, Penfolds adheres to the brand spirit of bold innovation and continuous exploration, deepens the linkage with consumers and the Chinese wine industry, and enhances brand awareness, which will further deepen the local connection with the Chinese market and contribute to the sustainable development of the industry.
"As an international wine brand, Penfolds has always been actively involved and looks forward to promoting the development of the Chinese wine market." Wu Mingfeng, General Manager of Penfolds China, said, "Penfolds has been so popular with consumers in the Chinese market, in addition to always adhering to the spirit of bold and innovative experimentation, continuing to explore the world's high-quality wine producing regions, and producing high-quality wines with the style of Penfolds winery, it also benefits from in-depth exchanges and strategic cooperation with partners, and through the sales network of partners, it has strengthened communication and sharing with customers, industry insiders and consumers, conveyed Penfolds' winemaking philosophy, and strengthened the brand's contribution to localization." ”
Pictured: Benfolds China's General Manager Wu Mingfeng speaks at the event, celebrating with partners and looking forward to the future of the wine industry
As an active and committed participant in the Chinese wine market, Penfolds will continue to cultivate the fertile soil of the Chinese market and continue to work side by side with Chinese partners to continue to write a new chapter with Chinese characteristics and contribute to the vigorous development of the local wine industry.
It is reported that the Penfolds 180th Anniversary Tasting Dinner will also be held in Shenzhen, Guangzhou, Beijing and Xiamen, where local partners and wine lovers will share the charm of Penfolds multi-country origins.