Treasury Wine Estates hires strategic consultant for China market

The world’s largest pure-play listed wine company will promote its most recognised wine brands, Penfolds and Wolf Blass to the increasingly discerning Chinese consumer.

China is a key market for TWE globally, but as China’s experience with premium goods continues, there is more and more competition in the wine and spirits industry, said Robert Foye, TWE's president and managing director for Asia, Europe, MEA & Latin America.

The China assignment was confirmed by Angelito Tan, partner and chief executive of RTG.

Globally, TWE will reportedly "offload" up to 25 “non-priority” brands in order to focus on its high-end ranges: Penfolds and Wolf Blass (both targeting China), as well as Wynns, Beringer, Lindeman’s, Etude, Chateau St Jean, Matua, Stags’ Leap and Souverain.