Penfolds Bin release: Looks like my sources were correct….
After first letting slip the rumour that Treasury Wine Estates staff were seen filling their cars with Penfolds Bin wines, it looks like that rumour has been confirmed today….
What is even more interesting is that I was contacted by an (anonymous) reader of this blog who claimed to be well versed with the TWE side of the affair. This person asked that no part of their (interesting) clarifying email(s) be republished on here, which I’m still going to abide by, even though this person did vehemently deny the ‘car boot of 389’ story detailed above.
The affirmation of this rumour does however suggest is that TWE is taking a much more proactive approach than they normally would with their brands. Could they be back on the up again? I sense some firmer hands on the TWE tiller than there has been in previous years, which can only be a good thing for the wine industry.
Talking about firmer hands, it looks like the proactive approach is going all the way to the top (Fosters) according to this article. Suffice to say that it will be interesting times ahead if the suppliers vs supermarkets war heats up. With luck it will all lead to a more diversified (and healthier) wine industry.