Treasury Wine Estates (TWE) has launched a ‘Penfolds – The Perfect Gift’ promotion across key travel retail locations in a bid to drive wine sales in the channel.
The promotion, which is running before and throughout Chinese New Year, offers shoppers a range of premium Penfolds wines in gift boxes, accompanied by a complimentary, traditional Chinese knot.
Shoppers can choose from four woven knots, each with their own traditional Chinese New Year message: ‘Fortune’, ‘Happiness’, ‘Longevity’ and ‘Prosperity’. ‘Jie’, the Chinese word for ‘knot’, is related to many terms that reinforce its symbolic meaning, such as ‘tuan jie’, meaning ‘to unite’.
TWE said that gifting is becoming an increasingly important purchase driver for travel retail shoppers who visit the wine category. According to CiR’s Global Shopper Study 2016, Wine & Champagne, 34% of wine and Champagne shoppers visit the category looking for a gift.
TWE General Manager Global Travel Retail Tom King said: “Penfolds is an iconic and highly sought after wine and we are delighted to be offering international travellers the opportunity to purchase the ‘Perfect Gift’ for sharing this Chinese New Year, whilst driving further footfall and spend into the wine category for our key retail partners.”
