By Andy Young

Lion has signed a long-term deal with Jebsen Fine Wines to have its Fine Wine Partners portfolio distributed across China.

The deal will see Jebsen distribute Australian and American wine brands across many of China's provinces. The wine brands soon to reach Chinese adult consumers include St. Hallett, Petaluma, Stonier, Knappstein and Argyle.

Bill Webb, managing director of Lion's Fine Wine Partners, said that China is a key focus for the business' global strategy.

"China is an immensely important part of our global aspirations," said Webb. "We are delighted to partner with Jebsen Fine Wines – one of the leading importers and distributors of premium wine in China.

"Jebsen has exhibited a long-term commitment to building premium wine brands and, with its extensive distribution footprint, will ensure that our wines are accessible to a wide spectrum of adult consumers across China."

A marketing and distribution organisation, Jebsen currently offers around 200 products to China's local markets.

Gavin Ward, director of Jebsen, said he believes Chinese consumers will soon develop a loyalty to these brands.

He said: "As the wine category in China continues to grow in sophistication and consumers' passion for wine knowledge reaches new heights, now is the time to invest greater efforts in promoting outstanding wine brands such as the ones we will now distribute from the Fine Wine Partners stable.

"We have great confidence in these brands and are convinced that the Chinese adult consumer will embrace them and develop a loyal following over the coming years. Fine Wine Partners has demonstrated its belief in the China market and we look forward to working with them on this exciting journey over many years to come."

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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