Treasury Wine Estates and Baron Philippe de Rothschild embark on Ecommerce collaboration with Tmall
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Treasury Wine Estates and Baron Philippe de Rothschild embark on Ecommerce collaboration with Tmall

Wine giants Treasury Wine Estates (TWE) and Baron Philippe de Rothschild (BPR) have announced a collaboration with Chinese Ecommerce platform Tmall to “enhance brand building, supply chain efficiencies, and consumer experiences in premium wine.” Now, a selection of BPR’s premium French and Chilean wines will be available through TWE’s flagship Tmall store, enabling “exclusive distribution and marketing” in Mainland China.

Treasury Wine Estates’ share price has risen by 46% in the last 12 months

graph 2803 treasurywineestate

SOURCE: Yahoo Finance

Philippe Sereys de Rothschild, chairman of BPR’s supervisory board, made the following statement:

“Our partnership with TWE, one of the world’s leading wine companies, as well as Tmall, China’s most influential e-commerce platform, will go a long way to help us grow in one of the most dynamic markets in the world – China. Working hand in hand with TWE, our joint efforts are underpinned by shared value of excellence and commitment. Together, we underline our intention to continue to expand on a fast-growing strategic market.”

This is the latest deal by Tmall owner Alibaba aimed at helping foreign brands to capitalize on the “new retail” opportunity in China. Alibaba’s considerable capabilities in big data will be deployed to “bring its online ecosystem, offline.” In other words, it will use data-driven solutions like augmented reality to help sell wine in the “real” or offline world.

Alibaba’s Australian boss, Maggie Zhou, added: “We look forward to working closely with our partners to deploy technologies such as contactless payments, cloud shelf and Augmented Reality in the future, that will help to promote TWE wines and products under BPhR, and further realise new retail possibilities. As the consumer experience continues to improve, we also see a role for us to support with the optimisation of brand building, warehouse management and marketing costs.”


Dominion holds Treasury Wine Estates in its Global Trends Luxury Fund, and Alibaba in its Global Trends Ecommerce Fund.

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