TWE launches new e-commerce platform for luxury wines

Treasury Wine Estates (TWE) has introduced an e-commerce platform in the UK for its portfolio of key luxury wines.

The Winery Collection will feature the wine company’s luxury brands including Penfolds, Wynn’s BV, Beringer, Maison De Grand Esprit and Cavaliere D’Oro. The website also offers insight and stories from wine makers and brand ambassadors.

TWE said it hopes to bring consumers closer to its wider portfolio, whilst also enhancing the consumer experience by providing people with authentic experiences.  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 TWE, 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.”