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Going global: Revered winemakers eyeing expansion

3AW Breakfast

One of Australia’s most revered wine brands is spreading its wings and expanding into the US.

Penfolds, owned by Treasury Wine Estates, will produce a range of red wines in California’s Napa Valley region as well as a fortified wine with a Chinese spirit.

Wine expert Chris Barnes told 3AW Breakfast it was a clever move for the brand.

“It’s brand extension, it’s taking one of the most extraordinarily strong brands in the world for particularly red wines and extending it by having different products,” he said.

“Penfolds have been doing this for quite some time and what they are doing now is into one dominant market, which is going to be the biggest market in the world, China.”

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