Lion has signed a wine deal with China’s Jebsen Fine Wines that will see a number of Australian wine brands sold across China.
The long term deal will see Jebsen distribute a number of premium wines owned by Lion BSW Australia’s wine business, Fine Wine Partners, across its many provinces.
The Australian and US wine brands included in the deal are St. Hallett (Barossa, South Australia); Petaluma (Adelaide Hills, South Australia); Stonier (Mornington Peninsula, Victoria), Knappstein (Clare Valley, South Australia) and Argyle (Willamette Valley, Oregon, USA).
Bill Webb, managing director of Lion’s Fine Wine Partners, said that China is an immensely important part of the company’s global aspirations.
“Jebsen has exhibited a long-term commitment to building premium wine brands and, with its extensive distribution footprint, will ensure that our wines are accessible to a wide spectrum of adult consumers across China,” Webb added.
Director of Jebsen Fine Wines, Gavin Jones, said: “As the wine category in China continues to grow in sophistication and consumers’ passion for wine knowledge reaches new heights, now is the time to invest greater efforts in promoting outstanding wine brands such as the ones we will now distribute from the Fine Wine Partners stable.
“We have great confidence in these brands and are convinced that the Chinese adult consumer will embrace them and develop a loyal following over the coming years. Fine Wine Partners has demonstrated its belief in the China market and we look forward to working with them on this exciting journey over many years to come.
Jebsen Group is a focused marketing and distribution organisation with a long established presence in Mainland China, Hong Kong, Macau and Taiwan.
