TWE brings China and Australia together in new wine programme
Penfolds owner Treasury Wine Estates is strengthening its bond to China's wine industry with a new winemaker immersion programme for Chinese and Australian wine industry representatives. The post TWE brings China and Australia together in new wine programme appeared first on The Drinks Business.
Penfolds owner Treasury Wine Estates is strengthening its bond to China's wine industry with a new winemaker immersion programme for Chinese and Australian wine industry representatives.
Treasury Wine Estates, Australia's largest wine company, has united representatives from Chinese and Australian wine in its first winemaker immersion programme.
The inaugural programme has been designed to further engagement between the two countries following years of tariffs on Australian wine in China.
Australian Grape & Wine and the China Alcoholic Drinks Association have collaborated with Treasury Wine Estates on the project. The campaign is also being funded by the South Australian Government’s Wine Exporters China Re-Engagement Support Programme.
From the end of February four Chinese participants will spend a month learning in TWE’s Barossa Valley, Magill and McLaren Vale vineyards.
Later this year, four wine industry participants from Australia will engage with the wine industry and academic institutions in China during the Chinese vintage period.
The programme has been designed so that representatives can gain experience from local viticulture practices, winemaking operations and sustainability projects.
Penfolds' managing director Tom King launched the programme during an event in Shanghai. "We're proud of our history with China's wine industry," he said, "which started when the first bottle of Penfolds was exported from South Australia to Shanghai in 1893."
“This programme cements our commitment to the long-term future and success of the Australian and Chinese wine industries. We have much to learn from each other and we’re delighted to be playing a role in fostering knowledge exchange and cross-cultural collaboration.”
Huo Xingsan, secretary general of the Chinese Alcoholic Drinks Association’s wine division, said: “We are pleased to take part in this programme that encourages both cultural and technical exchange between the Australian and Chinese wine industries. We look forward to strengthening the ongoing partnership, and the future opportunity we will have to host Australian winemakers in China.”
The 2025 cohort of Chinese participants includes Ding Weikang of leading agricultural institution Northwest A&F University in Shaanxi; Gao Yujie of September Helan in Ningxia; Miao Chengpeng of Château Rongzi in Shaanxi; and Xue Churan of China Great Wall Wine Company in Hebei.
Treasury Wine Estates is looking to drive growth in China and regain market share lost during the recent period of crippling tariffs. The company announced in December that it had purchased a 75% equity stake in Chinese winery Stone & Moon.
Its Penfolds brand is currently three times more valuable in Asia than in Australia and New Zealand, according to Drinks Trade, generating $386.1 million in sales revenue versus $119.9 million.
Treasury Wine Estates, Australia's largest wine company, has united representatives from Chinese and Australian wine in its first winemaker immersion programme.
The inaugural programme has been designed to further engagement between the two countries following years of tariffs on Australian wine in China.
Australian Grape & Wine and the China Alcoholic Drinks Association have collaborated with Treasury Wine Estates on the project. The campaign is also being funded by the South Australian Government’s Wine Exporters China Re-Engagement Support Programme.
From the end of February four Chinese participants will spend a month learning in TWE’s Barossa Valley, Magill and McLaren Vale vineyards.
Later this year, four wine industry participants from Australia will engage with the wine industry and academic institutions in China during the Chinese vintage period.
The programme has been designed so that representatives can gain experience from local viticulture practices, winemaking operations and sustainability projects.
Penfolds' managing director Tom King launched the programme during an event in Shanghai. "We're proud of our history with China's wine industry," he said, "which started when the first bottle of Penfolds was exported from South Australia to Shanghai in 1893."
“This programme cements our commitment to the long-term future and success of the Australian and Chinese wine industries. We have much to learn from each other and we’re delighted to be playing a role in fostering knowledge exchange and cross-cultural collaboration.”
Huo Xingsan, secretary general of the Chinese Alcoholic Drinks Association’s wine division, said: “We are pleased to take part in this programme that encourages both cultural and technical exchange between the Australian and Chinese wine industries. We look forward to strengthening the ongoing partnership, and the future opportunity we will have to host Australian winemakers in China.”
The 2025 cohort of Chinese participants includes Ding Weikang of leading agricultural institution Northwest A&F University in Shaanxi; Gao Yujie of September Helan in Ningxia; Miao Chengpeng of Château Rongzi in Shaanxi; and Xue Churan of China Great Wall Wine Company in Hebei.
Treasury Wine Estates is looking to drive growth in China and regain market share lost during the recent period of crippling tariffs. The company announced in December that it had purchased a 75% equity stake in Chinese winery Stone & Moon.
Its Penfolds brand is currently three times more valuable in Asia than in Australia and New Zealand, according to Drinks Trade, generating $386.1 million in sales revenue versus $119.9 million. 
