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Case Study
Cross Cultural Marketing

Treasury Wine Estates Connecting with local Chinese


Through strategic content, we help educate the audience on Australian wine, consumption moments, varietals and positions TWE brands favourably.

Cross Cultural Marketing

Treasury Wine Estates (TWE) is one of Australia’s largest wine houses, owning highly regarded brands including Penfolds, Seppelt and Wolf Blass. TWE came to Bastion Asia many years ago seeking help connecting with the local high net worth Chinese audience in order to drive brand affinity and sales growth.

In 2021, this approach became even more important when China restricted the import of Australian wine, driving TWE to further increase its commitment to growing its market share among local Chinese.

Execution: TWE’s Black Grape Society (BGS) is a personal club that high-net-worth Chinese can join to access VIP service, special releases and buyer discounts on TWE product, including Penfolds. Bastion Asia has established and continues to manage the Black Grape Society WeChat account, which is usually how local Chinese join BGS. We have devised strategies to increase followership to the account and consulted on how to bolster the BGS membership proposition to enhance conversion. This includes the creation of offline to online conversion points, partnerships, influencer engagement (KOLs) on LittleRedBook, paid media and integration of cellar doors to drive two-way outcomes (foot traffic to cellar doors, and WeChat followers from cellar door visits).

WeChat followers
Average monthly viewership on RED
Open rate
New content pieces every month
Penfolds Socials
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