The Australian brand Penfolds, part of industry giant Treasury Wine Estates (TWE), has signed a new distribution agreement with eleven Bordeaux négociants alongside the Courtier Excellence Vin at La Place de Bordeaux.
This makes La Place de Bordeaux the official distribution partner for the company's “Luxury and Icon” wines. The négociants are set to expand the distribution of luxury wines from Penfolds' top segment in Europe, Western Asia/Middle East, and Africa. Penfolds has already been represented by the La Place de Bordeaux distribution network for two years with the “Bin 168 Coonawarra Cabernet Sauvignon”.
Expanded portfolio
A total of six wines from the Penfolds portfolio will be available through La Place de Bordeaux from January 30, 2024. These include Penfolds Grange” (Bin 95), “Yattarna Bin 144 Chardonnay”, “Bin 707 Cabernet Sauvignon”, “Bin 789 RWT Shiraz”, “Bin 169 Cabernet Sauvignon”, and “St. Henry Shiraz”.
“In the 180th year of Penfolds’ existence, we aim to elevate the brand to the next level by exploring new marketing avenues and launching exceptional marketing programs to enhance the recognition of Penfolds as a global luxury icon in the wine world,” says Penfolds Sales Director Daevid Warren about the new collaboration. VM
