Treasury Wine Estates has launched a new gift pack for its Penfolds Koonunga Hill Shiraz Cabernet.
The pack (rrp £9.99) contains a bottle of the wine gift-wrapped in a red cylindrical pack as well as the ‘Rewards of Patience’ guide to every Penfolds wine ever produced.
It is hoped the gift pack will drive consumers to trade up during the festive period as wines above £6 gain share Christmas. In 2013 wines over £6 represented over 50% of all wine sales while wines over £10 increased share by 6% (Nielsen).
Marketing director EMEA at Treasury Wine Estates Mathew Bird said: “We are introducing Penfolds Koonunga Hill Shiraz Cabernet gift pack to offer further Christmas gifting solutions for wine shoppers and Penfolds fans. The stylish presentation pack is the perfect present for any discerning wine lovers with a sophisticated palette. Each Penfolds bottle offers a rich and generous drink now flavour; or will reward future drinking with careful cellaring.”