By James Atkinson

Penfolds has launched the biggest consumer promotion in its history, offering a massive discount on a Vintec wine fridge for purchasers of Penfolds' top tier wines throughout July.

Consumers can purchase the Vintec wine cabinet – valued at $650 – for just $200 plus $55 delivery, if they buy six bottles of Penfolds Bin Series or Luxury wines.

“This is just one of many consumer facing marketing campaigns TWE will be implementing in fiscal 2015 and represents a significant and exciting shift in the way in which we invest in our brands,” Treasury Wine Estates (TWE) CEO Mike Clarke said recently.

The promotion has boosted analysts' confidence that TWE could now hit its FY14 guidance, a notable turnaround from the previous consensus.

The Shout Team

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

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