Penfolds launches new wine with luxury focus

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Penfolds is launching a new wine, the Cellar Reserve Coonawarra Cabernet Sauvignon, into global travel retail, as it looks to bring ‘true luxury’ to the wine category for travellers. Alexandre Bussiere, Marketing Director Global Travel Retail at brand-owner,Treasury Wine Estates, said: “Global travel retail has been chosen as the exclusive retail channel for the Penfolds Cellar Reserve Coonawarra Cabernet Sauvignon because of the unique consumer experience it offers”.

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Research carried out by Counter Intelligence Retail (CIR), indicates that launching an exclusive ‘luxury’ wine into travel retail will fit perfectly with travellers’ motivations.

Penfolds Cellar Reserve Coonawarra Cabernet Sauvignon 2012 will be available at Heinemann, Nuance and JR Duty Free stores across Australian airports.

Coonawarra Cabernet Sauvignon 2012 will be available at a recommended retail price of A$250.

By DANIELLE HOOK Courtesy The Travel Retail Business

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