Marketing wine as high class in Asia the key to growing brand Australia

Marketing wine as high class in Asia the key to growing brand Australia

Australia’s winemakers are taking advantage of rising demand in Asia, flocking to wine events and tastings in Japan, Korea and Hong Kong. Shanghai’s richest have been given a preview of the new Penfolds Grange at an extravagant party. Australia’s largest wine company Treasury Wine Estates is pushing through the austerity measures in China, with a short documentary of Penfolds Grange, narrated by Russell Crowe.

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