Lion – Beer Spirits Wine (BSW) has signed a long-term deal with Jebsen Fine Wines in China. Expanding Lion’s global footprint into China, the partnership will see a number of wines owned by Lion BSW Australia’s wine business, Fine Wine Partners sold across the country.

As part of the agreement, Jebsen will be responsible for the distribution of a number of Australian and American wine brands within the Fine Wine Partners portfolio.

The Australian and American wine brands soon to reach Chinese adult consumers, include St. Hallett (Barossa, South Australia); Petaluma (Adelaide Hills, South Australia); Stonier (Mornington Peninsula, Victoria); Knappstein (Clare Valley, South Australia); and Argyle (Willamette Valley, Oregon, USA).

Bill Webb, Managing Director of Lion’s Fine Wine Partners said: “China is an immensely important part of our global aspirations. We are delighted to partner with Jebsen Fine Wines – one of the leading importers and distributors of premium wine in China.

“Jebsen has exhibited a long-term commitment to building premium wine brands and, with its extensive distribution footprint, will ensure that our wines are accessible to a wide spectrum of adult consumers across China,” Webb added.

Director of Jebsen Fine Wines, Gavin Jones added: “As the wine category in China continues to grow in sophistication and consumers’ passion for wine knowledge reaches new heights, now is the time to invest greater efforts in promoting outstanding wine brands such as the ones we will now distribute from the Fine Wine Partners stable.

“We have great confidence in these brands and are convinced that the Chinese adult consumer will embrace them and develop a loyal following over the coming years. Fine Wine Partners has demonstrated its belief in the China market and we look forward to working with them on this exciting journey over many years to come.”