Treasury Wine Estates Ltd
(TWE) has launched its first
China
-sourced wine in the prestigious 2023 Penfolds Collection: the Chinese Winemaking Trial (CWT) 521. The wine is a blend of cabernet sauvignon and marselan sourced from Shangri-la in the south-western
Yunnan
province and
Ningxia
, in the country’s central-north. It will be available in limited quantities globally from
3 August 2023
.
Original Press Release:
July 20
--
Treasury Wine Estates
issued the following news release:
Treasury Wine Estates Ltd
(TWE) cemented its long-term commitment to China’s wine industry with the launch of its first
China
-sourced wine in the prestigious 2023 Penfolds Collection: the Chinese Winemaking Trial (CWT) 521.
It follows the launch of ‘One by Penfolds’ in
China
in 2022, and the more recent global launch featuring Penfolds wine from
China
,
Australia
, the US and
France
. CWT 521 is a blend of cabernet sauvignon and marselan sourced from Shangri-la in the south-western
Yunnan
province and
Ningxia
, in the country’s central-north. It will be available in limited quantities globally from
3 August 2023
, retailing for AUD150 per bottle.
TWE Chief Executive Officer
Tim Ford
said the company’s ongoing commitment to
China
was a key component of its long-term strategy focused on premium and luxury wine, as well as its multi-regional sourcing model: “Penfolds continues to appeal to consumers around the world as a hallmark of quality, luxury, and innovation. We look forward to continuing to collaborate with colleagues and partners in
China
to bring
China
-sourced Penfolds wine to the world alongside the range from
France
, the US and
Australia
. We see a bright future for
China
as a premium and luxury winemaking region.”
The wine was unveiled by Penfolds Chief Winemaker
Peter Gago
at a press conference in Shangri-La in China’s
Yunnan
province, attended by local Diqing Government officials and representatives of the
China Alcoholic Drinks Association
(CADA). TWE established a strategic co-operation agreement with the country’s peak alcohol body in 2022, which sees the two organisations working together to advance China’s wine industry on the global stage through technical knowledge and expertise exchange, as well as wine education and culture programs. The China Alcoholic Drinks Association’s Executive Director,
Wang Qi
, said, “We look forward to ongoing collaboration with
Treasury Wine Estates
to further develop China’s winemaking industry and support regional economic development.”
The CWT 521 launch follows last week’s announcement of the fashion entrepreneur NIGO being appointed as Penfolds first creative director, and the global launch of the One by Penfolds range in
Hong Kong
- including the Ningxia Red Blend previously only available in
China
. NIGO is the founder of street style retailer Human Made, Artistic Director of Japanese/French fashion brand KENZO, and a music producer – reinforcing the importance of culture-led partnerships in Penfolds approach to engaging a new, global demographic of consumers while honouring the brand’s South Australian heritage. As part of the global One by Penfolds release, a limited-edition range of luxury t-shirts and jackets designed by NIGO is available online, reflecting the label motifs of a crocodile, rooster, panda, and bear – echoing the four winemaking regions where One by Penfolds wines are sourced:
Australia
,
France
,
China
, and the US.
Penfolds continues to be popular with consumers in
China
and globally, with Penfolds Managing Director
Tom King
attributing the brand’s continued appeal to its innovative approach in engaging a younger, tech-savvy consumer interested in art, design and experiences. Speaking at the CWT launch in Shangri-La, he said “Penfolds continued growth cements its reputation as a global luxury icon; transcending the wine category and connecting with the ‘new luxurian’ consumer that’s interested in the world’s finest wines while also participating in new, creative experiences.”
Penfolds relationship with
China
dates back over a century, with the first bottles of Penfolds exported from
South Australia
to
Shanghai
in 1893. Penfolds Chief Winemaker
Peter Gago
has been visiting and working in
China
for over 3 decades, and the brand has continued its re-corking clinics across a range of locations in
China
. Solidifying its commitment to the regions where it produces wine, Penfolds also announced the establishment of its community and sustainability initiative, ‘Penfolds Evermore’. It will provide AUD1million in support for community and sustainability programs in
Australia
, the US,
France
and
China
over the next 5 years through a new grant program. More information on Penfolds Evermore will be available in early 2024.
CHINA
WINE INDUSTRY: FAST FACTS
* More than 60% of wine grapes planted in
China
are Cabernet Sauvignon
* Luxury and premium wines produced in
China
are earning global critical acclaim
* China’s wine traditions date back to 2,600BC, with the 1995 discovery of 200 clay vessels with traces of grape wine
* The first winery using modern viticulture was established in 1892, with Vitis Vinifera vines from
Europe
imported in the early 1880s
ABOUT
YUNNAN REGION
* The up-and-coming wine region in China’s south-west is renowned for its mountains, mineral-rich soil and long growing season
* While Yunnan is at relatively low latitude - the same as the Sahara Desert – its vineyards feature some of the highest-altitude plantings in the world: over 2,200m
* The moderate sunshine hours and high altitude, combined with high ultra-violet rays and reflected sun from the steep surrounding mountains, create a prolonged growing season
* Yunnan’s winters are relatively mild
* The 394,000 km2 region borders
Myanmar
(
Burma
),
Laos
and
Vietnam
* Most grapes are grown high above the
Mekong River Valley
, the
Dadu River Valley
, and the
Min River Valley
* The hilly terroir and mountainous elevations mean vineyards tend to be spread out
* Plantings of Cabernet Sauvignon Cabernet Franc and Syrah are spearheading the region’s fine wine offering, as well as Chardonnay and Pinot Noir
ABOUT
NINGXIA REGION
*
Ningxia
is a 66,400km2 region in China’s central-north
*
The Yellow River
creates vineyard irrigation conditions, with most vineyard plantings in the foothills of
Helan Mountain
, with a continental climate of hot summers and cold winters
* Many vineyards are planted at more than 1200 metres above sea level, where intense sunlight during the day and cool nights promote ideal ripening conditions and naturally balanced acidities
* Renowned for its Cabernet Sauvignon and Marselan blends, generous Chardonnays and crisp Rieslings,
Ningxia
also has plantings of Syrah and Merlot
* The region has had national and international investment in vineyards, wineries and tourism in recent decades.
Source:
Treasury Wine Estates
[Category: Beverage & Tobacco, Liquor, Wine & Beer, New Offerings]
