Leading global wine producer, Treasury Wines, launch their first Direct to Consumer storefront in the UK to display their portfolio of luxury wines.

Treasury Wine Estates, the world’s largest globally listed wine company, has introduced its first ever digital flagship in the UK curating and selling their range of luxury wines from a collection of the world’s most iconic producers to form The Winery Collection. Consumers have been increasingly turning to online channels to purchase wine, appreciating the convenience and choice that digital channels provide. This growth in adoption of online purchases mean the new site and storefront couldn’t come at a better time, providing insight and access to some of the world’s greatest and award-winning wines.  Through a combination of great brands, engaging editorial and ease of shopping the new storefronts will serve consumers with relevant experiences that connect them with Treasury Wine Estate’s luxury brands.

The Winery Collection raises the profile of luxury wine brands, showcases insight and stories from Wine Makers and Brand Ambassadors that know the wines best, and provides a convenient purchase journey for consumers and businesses alike. Led by the iconic Penfolds brand, the website also features Wynn’s, BV, Beringer, Maison De Grand Esprit and Cavaliere D’Oro – bringing a cross section of Treasury Wine Estates key luxury brands under one digital roof and aiming to attract consumers that have a passion for great wines.

By offering consumers access to authentic experiences and rich content, customers will have access to unique events and to the winemakers themselves – with the long-term ambition being to run a range of monthly events from wine clubs to vertical tastings.

Ben Blake, EMEA Head of Marketing for Treasury Wine Estates says: “The Winery Collection makes our comprehensive range of luxury wines accessible to a wider audience and helps us to drive awareness across the whole category.

“Having a Direct to Consumer storefront provides us with an effective way to deliver meaningful and relevant content to our consumers about our fabulous brands and wines and provides a great shopping experience to boot that helps us understand customer preferences from which we can further enhance our personalised service.  We felt that now was absolutely the right time to introduce The Winery Collection to wine lovers across the UK – offering not only the opportunity to buy these wines, but also creates a moment for consumers to tap into the history and heritage of the wines that they are purchasing. With the help and experience of Tryzens as our digital commerce partner, we have been able to bring this vision fully to life and blaze a new trail into the world of digital engagement to connect with consumers and capitalise on the opportunities that online can offer both them and us, forging a stronger relationship in the process”

Andy Burton, CEO at Tryzens says: “Treasury Wine Estates are a phenomenal powerhouse in the world of luxury wine, operating globally through more than 45 brands and with over 12000 hectares of vines under their care in some of the most famous wine producing regions.  Many consumers have a passion for premium wines and through the launch of www.thewinerycollection.com Treasury Wine Estates are bringing the best of the best direct in to peoples homes.  We have seen a tremendous increase in the number of brands across all market verticals looking to reach consumers directly, to understand their preferences and to build bonds of loyalty, and we are delighted to have partnered with the team at Treasury Wine Estates to develop and launch this new digital flagship to meet the needs of the UK market.”