Treasury Wine Estates (TWE) today introduced its latest brand offering, Maison de Grand Esprit, a unique French wine portfolio that combines old world winemaking techniques with a new world sourcing model, challenging conventions of the French wine category.
Unveiled at a VIP trade preview event in Paris on 16 June, Maison de Grand Esprit breaks the mould of traditional French houses that focus on a single sub-region and are anchored to a physical location. Instead the new brand, which translates to ‘House of Great Minds’, showcases the very best of France’s regions – Bordeaux, Burgundy, Rhone and Provence – all under one brand.
Wines are sourced from a selection of France’s premier vineyards and grapegrowers, with all wines made and bottled at wineries in France. The introduction of Maison de Grand Esprit represents a significant step forward for TWE with the addition of a French brand to its existing portfolio of wines from diverse countries of origin including Australia, New Zealand, the USA and Italy.
As signaled at TWE’s Investor Day briefing in March this year, the new French portfolio will include three tiers of luxury wines, initially to be sold across North Asia to capture growth opportunities in this rapidly expanding market, with other markets to follow in F18.