Wines that get straight to the point

Streamlined distribution is putting good drops from Down Under within reach of Chinese buyers

An Australian global wine conglomerate is at the forefront of a new way of selling wines in China, one that cuts out intermediaries and takes wine boxes from vineyards and puts them straight into the hands of retailers.

Treasury Wine Estates says that this year it will continue with what it calls its route to market strategy, which it introduced to China last year, paying handsome dividends in increased sales and market strength of what it calls its priority brands.