Treasury Wine Estates’ brand Penfolds has transferred its Global Retail Travel (GTR) team into a new Customer Experience team.

Under the stewardship of Rhea Guharoy, Head of Marketing – Consumer Experience, DTC & GTR, the new division will support the travel retail business to unlock Penfolds’ vision of driving growth in the wine category.

As a result of the move, Lina Lim is promoted to Global Marketing Manager GTR, effective immediately.

She is responsible for global brand and marketing strategy development and the execution of key growth initiatives in GTR regions.

Working closely with Daevid Warren, Global Director, Travel Retail, Lim will be tasked with entrenching Penfolds’ position as a luxury wine brand and partner of choice, while delivering its vision to lead the wine category in travel retail and transform the wine shopping experience.

Melbourne-based Isobel Hercus, Global Assistant Brand Manager, will report into Lim.

In a statement, Penfolds says the evolution of the business will strengthen its position as a key luxury brand in the channel, concentrating on a consumer-centric approach that connects travellers with its premium wine range via immersive experiences.

Rhea Guharoy, Head of Marketing – Consumer Experience, DTC & GTR at Penfolds, commented: “With recovery in global travel retail accelerating, now is an exciting time to be taking on this new responsibility and supporting the next stage of Penfolds’ journey.

“There is huge potential for wine in this dynamic channel and I’m confident that through a combination of our unparalleled consumer insights, an iconic portfolio of wines, and proven commitment to innovation and activation, we can unlock growth in partnership with our retail customers.”