Leading Treasury Wines Estates (TWE) brand Penfolds has named Michael Jackson as Global Director – Global Travel (GT), effective from 18 September.
Based in Sydney, Jackson has long experience in wines, spirits and luxury goods, most recently serving as Head of Independent Retail & On-Premise for Penfolds in Sydney.
He succeeds Daevid Warren, who will move within the group to become Sales Director for Europe, Middle East, and Africa (EMEA), based in the UK. Warren led a shift in Penfolds’ global travel strategy, said Penfolds, driving “substantial double-digit growth over the past two years”.
Jackson has spent 15 years in senior commercial roles, including 11 years in Global Travel across geographies. Jackson is tasked with developing the growing Penfolds Global Travel business and positioning the brand as a luxury leader in the world of wine.
The company noted that Penfolds has positioned Global Travel as a priority channel “to enable its vision of becoming a global luxury icon. With a strong focus on innovation and premiumisation, Penfolds also leverages digital strategies to accelerate the luxury showcase of the brand in travel locations that help unlock growth in the global travel space”.
At the upcoming TFWA World Exhibition, Penfolds said it plans to feature an immersive showcase aboard a private yacht. In line with the brand’s thematic ‘Venture Beyond’ campaign, it will include tastings and masterclasses. This will also be Jackson’s first big project as Global Director – GT, where he will meet key partners and retailers on-site.
Jackson commented: “As I begin this new chapter at Penfolds, I am excited to restart my journey in the dynamic world of travel retail. With airplanes returning to the skies, the opportunity to showcase the luxurious world of Penfolds wine to travellers on a global stage has never been greater.
“I look forward to reconnecting with our partners and working with the team to realise the great potential for Penfolds in the channel by connecting with travellers through exceptional wines and digital-first experiences at iconic travel locations.”
Penfolds has also strengthened its marketing and commercial teams in Singapore with two more members. Yanmei Lin joins as Customer Marketing Manager Global Travel for Australia, New Zealand, and Southeast Asia. Wilson Leong joins as Sales Manager Global Travel for Southeast Asia & South Asia. ✈