Treasury Wine Estates introduces luxury e-commerce platform

Treasury Wine Estates has introduced its first luxury e-commerce platform in the UK displaying its portfolio of key luxury wines from a collection of the global producers.

The Winery Collection is designed to raise the profile of premium wine brands, showcase insight and stories from Wine Makers and Brand Ambassadors, and provide “a convenient purchase journey for consumers”.

The website will be led by the producer’s Penfolds brand and it will also feature Wynn’s BV, Beringer, Maison De Grand Esprit and Cavaliere D’Oro – bringing all of Treasury Wine Estates key luxury brands “under one digital roof” and aiming to attract consumers with a passion for wine.

Consumers will have access to events and the winemakers themselves – with the long-term ambition being to run a range of monthly events from wine clubs to vertical tastings.

Ben Blake, Head of Marketing for EMEA at Treasury Wine Estates said: “The Winery Collection helps to bring our comprehensive range of luxury wines closer to wine enthusiasts and helps us to drive awareness across the whole category. This offering perfectly complements Treasury’s existing routes to market, has the potential to connect with new consumers and provides the opportunity to promote our brands to a wider audience.

“Direct to consumer platforms are in high demand and we felt that now was the right time to introduce The Winery Collection to wine lovers in the UK – offering a platform that not only provides the opportunity to buy these wines, but also creates a moment for consumers to tap into the history and heritage of the wines that they are purchasing.”

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