Thiénot Bordeaux-Champagnes is to be the sole French distributor of Treasury Wine Estates' brands, Penfolds and Lindeman’s (both Australian), as well as Beringer (from California), as the Australian drinks multinational attempts to crack the toughest market for non-domestic wine brands of all, LSA-Conso.fr reports.
The successful new-world wine brands are set to be sold in French supermarkets and hypermarkets for over €15 per bottle.
Dan Townsend, director general of Treasury Wine Estates, said, "Thienot Bordeaux-Champagne is known as a market leader and our brands will have the power to have the power to bring many benefits."
"What satisfies both our companies more than anything at present is the mutual confidence we have in a brand such as Penfolds to perform in the [French] market," he added.
Treasury Wine Estates has recorded H1 results which exceed the projections of market analysts.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
