Australian trade minister visits Treasury Wine Estates office in China to discuss collaboration

L-R: Jack Wu (Penfolds general manager, mainland China), Senator Don Farrell, and Tom King (Penfolds managing director). Image courtesy Treasury Wine Estates

Australia’s Minister for Trade and Tourism, Senator Don Farrell, visited Treasury Wine Estates’ (TWE) Shanghai office yesterday, to discuss cooperation between Australian and Chinese wine industries, and to support the upcoming winemaker talent development and exchange program. Alongside a number of Australian Government officials including HE Mr Scott Dewar, Australian Ambassador to China, Senator Farrell joined representatives from TWE and the China Alcoholic Drinks Association (CADA).

*Senator Don Farrell. Image courtesy Treasury Wine Estates*

CADA and Australian Grape & Wine (AGW) signed a Memorandum of Understanding in September 2024, outlining their commitment to the China-Australia winemaker talent development and exchange program, a project that aims to cultivate talent and drive continuous progress, knowledge exchange and cooperation between the Australian and Chinese wine industries.

The initiative has been pioneered by TWE, working closely with AGW and CADA, and backed by government, industry and academic institutions across both countries including the Government of South Australia, and Chinese food and agriculture company, COFCO, as TWE’s strategic partner.

TWE CEO, Tim Ford, said the company was proud to play a leading role in the program, which he said demonstrated its “ongoing commitment to China as part of TWE’s long-term growth strategy”.

“This is another example of the strength of cooperation, as we bring together key partners from both nations to nurture talent, advance innovation and build lasting partnerships that will benefit the wine sector globally,” Ford said.

*Representatives from Australian government, Treasury Wine Estates, China Alcoholic Drinks Association, and COFCO. Image courtesy Treasury Wine Estates*

Speaking on behalf of TWE in Shanghai, Penfolds managing director, Tom King, added that it was an honour to welcome Senator Farrell and celebrate the collaboration between the two countries.

“TWE has an outstanding team here in China, and we’re proud to contribute to the local wine and viticulture industry, and look forward to developing this further by sharing knowledge and cultivating talent,” said King.

Also in Shanghai this week, Treasury Wine Estates will be represented by brands including Penfolds at the China International Import Expo (CIIE). CIIE is an important platform for promoting trade, investment and global cooperation, and represents a significant opportunity for TWE to engage with local government, industry, suppliers, partners and customers.

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