Treasury Wine Estates and Baron Philippe de Rothschild commence distribution partnership in China

2018-01-05 17:40 WBO Global
Treasury Wine Estates (TWE) and Baron Philippe de Rothschild (BPhR) today announced they have debuted their exclusive partnershipacross Mainland China. TWE now imports and distributes BPhR’s range of French and Chilean brands led by Mouton Cadet, the world’s famous Bordeaux wine, and Escudo Rojo, its premium wine brand from Chile.
As part of the company’s strategy to further strengthen its leading position in China, and asinitially announced to the market on 30 June 2017, TWE will leverage its strong distributionnetwork to drive marketing and sales of BPhR’s Mouton Cadet and Escudo Rojo portfolios.

The partnership will encompass all major sales and distribution channels operated by TWEacross China including wholesale, retail, e-commerce, on-premise, and travel retail.

In close collaboration with BPhR and key strategic customers and partners, TWE will focus onmaximizing the full market potential of Mouton Cadet and of Escudo Rojo varietals throughonline and offline consumer marketing and trade programs, as well as leveraging existingmarketing platforms such as the Cannes Film Festival and the Ryder Cup, furtherstrengthening leadership and consumer engagement of these brands in the premium winessegment.
The portfolio of Baron Philippe de Rothschild wines under the Mouton Cadet and Escudo Rojo brands to be imported and distributed by TWE in Mainland China is mainly focused on:
·         Mouton Cadet
·         Mouton Cadet Réserve
·         Mouton Cadet Select
·         Mouton Cadet Vintage Edition
·         Mouton Cadet Cannes、America’s Cup and Ryder Cup Limited Editions
·         Ice Rosé signé Mouton Cadet
·         Escudo Rojo Blend
·         Escudo Rojo Varietals
·         Anderra