Doug Newhouse talks to Tom King, Global Travel Retail General Manager at Treasury Wine Estates about the development of the wine category in travel retail.

Tom King, Global Travel Retail Manager at Treasury Wine Estates, which represents Wolf Blass and Penfolds, tells Doug Newhouse that the wine category is relatively under developed, and that TWE has seen an opportunity to take a lead role in that development. “Previously it’s suffered from a lack of focus and investment over recent years,” adds King.

But King does believes that when executed properly, the luxurious nature of the travel retail environment coupled with the right demographic of passengers, provides the ultimate showcase for its brands.

For many years Treasury Estates has been selling its wines through travel retail operators, but 18 months ago the decision was taken to really capitalise on further opportunities for the category in travel retail.

“For travel retail, we make sure there is allocation of our fine wines and vintage wines available for our key partners who have a strong belief in the wine category,” says King. “These partners execute the category well, they display and store our products well and in the right conditions.”

Like what you’re watching? Follow TRBusiness on Linkedin: