According to TWE Chief Executive Officer Michael Clarke, the flexible sourcing model and new world marketing approach behind Maison de Grand Esprit will deliver greater accessibility of premium wine from France to Asian consumers.

“French wine is one of the most sought after country-of-origin wines across North Asia, as consumers see this category as a benchmark for quality. We have created Maison de Grand Esprit as a brand built from multiple regions within the one country, but importantly, the wine is produced to a consistent quality standard, as opposed to various regional winemaking standards. This is similar to the approach we take for Penfolds, and in doing so we are making the French category easier to understand and more accessible to Asian consumers,” Clarke said.

With a strategy to bring simplicity to the French wine category, Chief Marketing Officer Simon Marton added that the injection of modern wine marketing principles and consumer led thinking was central to the creation of this brand.

“Maison de Grand Esprit is re-writing convention by fusing heritage with simplicity and modernity, to reinvigorate the consumer experience with French wine. We are confident this brand approach will not only appeal to current drinkers of French wine, but also the next generation of wine drinkers,” Marton said.