Australia’s leading wine producer, Treasury Wine Estates (TWE) has recently launched its Penfolds country-of-origin range in China. The One By Penfolds collection is sourced and made in the country’s Ningxia region
The One by Penfolds brand debut launch comprises 4 wines hailing from France, China and the US. It is the first time the brand has released a wine of entirely Chinese origin. The imposition of high-tariffs on Australian wine imported into China has dragged on TWE’s sales in recent years.
The good news is this new collection will be able to sell in China and not subject to the import tariffs that are applied to wines of Australian origin. It will initially be available exclusively in China, before a global roll out in mid-2023.
TWE first announced its plan to create a China-sourced version of the Penfolds brand in May this year alongside a cooperation agreement with the China Alcoholic Drinks Association.