Penfolds Wine enjoyed huge success in China as a result of excellent timing, a determined CEO, a sizeable marketing budget plus a bit of good luck. As a result, the Penfolds brand is regarded as being in the top 3 of the most successful Australian brands in China, and Penfolds labels have dominated the list of leading foreign wine purchases in China over many years. But how did this happen? Leading Australia-China wine expert and insider, Jeremy Oliver, tells the story of how Penfolds rode the wave of China’s demand for foreign wine and the lessons that can be learnt by future brand owners from their successes and failures.

China Success
China Success
Episode 10: The Penfolds success story in China

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