Australian wine producer Penfolds has appointed La Place de Bordeaux as the official distribution partner for its ‘Luxury and Icon’ wines in the EMEA region, effective January 2024, following the brand’s 180th anniversary during the new Year.
The appointment of La Place de Bordeaux within Penfolds’ ‘Luxury & Icon’ portfolio is part of the brand’s ambitions in the region, aiming to maintain the “strong growth the brand has enjoyed in recent years”, the company said in a press release.
Daevid Warren, Sales Director of Penfolds EMEA, said: “As Penfolds enters its 180th year, we are looking to take the brand to the next level by establishing new routes to market, as well as offering marketing programs to increase awareness of Penfolds as a global luxury icon in the world of wine.
The “Luxury & Icon” range includes flagship Australian wines from Penfolds, Grange, Yattarna Bin 144 Chardonnay, Bin 707 Cabernet Sauvignon, Bin 789 RWT Shiraz, Bin 169 Cabernet Sauvignon and St Henri Shiraz and will be available at La Place de Bordeaux from from January 30. 2024.