Pernod Ricard is launching a super-premium range under its St Hugo brand in Hong Kong and Mainland China to capitalise on growing demand for high-end Australian wines.
The new range ‘Vetus Purum’, which means ‘Ancient and Pure’ in Latin, will be released in Hong Kong retail stores in July and Mainland China later this year, and will be sold through retailers including Watson’s Wine Cellar and Rare & Fine Wine.
While the volume of Australian wine exports to China has decreased by 12% in the past year, sales of higher end wines continue to increase in volume and value, industry body Wine Australia reported this week.
After decoupling from Jacob’s Creek September last year and becoming a stand-alone brand, St Hugo ‘gained distribution in high-end cellar doors in Hong Kong and China,’ a Pernod Ricard spokesperson told DecanterChina.com, ‘It is natural step to launch Vetus Purum into these markets.’
The range, which is of ‘extremely limited quantity’, includes a single vineyard Shiraz made in the Barrosa Valley and a Coonawarra Cabernet Sauvignon. Both will be sold at AUD $188 (CNY ¥1095).
All rights reserved by Future plc. No part of this publication may be reproduced, distributed or transmitted in any form or by any means without the prior written permission of Decanter.
Only Official Media Partners (see About us) of DecanterChina.com may republish part of the content from the site without prior permission under strict Terms & Conditions. Contact china@decanter.com to learn about how to become an Official Media Partner of DecanterChina.com.
Comments
Submit