Pursuits
Penfolds-Maker Bets Big on China's Love Affair With Luxury Wine
- Winemaker Treasury rolls out $568 bottle of Grange in Shanghai
- `They're willing to pay for it,' says head of marketing
Penfolds-Maker Bets on China's Love Affair With Luxury
This article is for subscribers only.
Treasury Wine Estates Ltd., the maker of Penfolds Grange, is betting on China’s love affair with luxury as it transforms itself from an agricultural producer into a brand-led marketing company.
Treasury unveils its 2015 range of Penfolds wines, the Melbourne-based company’s most famous label, in Shanghai on Thursday. It’s the first year the collection has been launched outside of Australia.