Only wines that have been rated 90-points or higher by globally recognised wine critics and publications are allowed in Treasury Wine Estates’ (TWE) latest collection.
And now the 90+ Club is being launched into travel retail stores at airports across the USA and Asia.
TWE said membership in the 90+ Club was earned by “impeccable standards and rare excellence”, with Wine Spectator, Robert Parker’s Wine Advocate, Wine Enthusiast, Wine & Spirits and James Halliday used as reference points.
The luxury collection features Beringer Private Reserve Cabernet Sauvignon, BV Georges de Latour, Sterling Platinum Label, Wolf Blass Black Label and Penfolds Grange.
Treasury Wine Estates General Manager for Global Travel Retail Barry Galloway said TWE shopper insights had shown that wine expert recommendations and accolades were a key influence on a luxury wine shopper’s purchase decisions.
“We are delighted to introduce such a coveted collection of wines into travel retail,” he commented. “The 90+ Club will see wines that have been rated by world-renowned critics such as Robert Parker as some of the finest in the world, on sale in some of the world’s great travel retail hubs.
“We are confident that the 90+ Club will further drive sales of luxury wines in travel retail. Our insights clearly point to the fact that wine shoppers want recommendations from wine experts. And this closely aligns with the ‘Know Your Wine’ pillar of TWE’s travel retail shopper strategy, which was borne out of interviews with several thousand wine shoppers. They clearly stated that they were enthusiastic to learn more about wine in-store.
“The recommendation of these wines helps with this, and we will be supporting it by providing permanent merchandising units at the point of purchase.”
The 90+ Club was introduced into the North Asian market last October, and Galloway said the launch had been a success.
