After 22 years at Treasury Wine Estates, Penfolds Director of Fine Wine and Global Direct to Consumer, George Samios, will leave TWE's head office and move full time to his business Penali Cellar Door which has been engaged by TWE to lead its wine education and experience programs at its four cellar doors: Wynns Coonawarra Estate, Coldstream Hills, Wolf Blass and Saltram.
Penali is owned and operated by Mr Samios and the four cellar doors continue to be owned by Treasury Wine Estates.
Treasury Premium Brands Managing Director Peter Neilson says, "Cellar doors are the perfect environment to learn about and appreciate wine through curated experiences. We look forward to continuing to work closely with Penali, and George, on enhancing the offerings at our sites even further."
TWE says the move highlights the importance of cellar doors as a key channel for consumers to experience wines in the Treasury Premium Brands Portfolio.
Mr Samios said, "I'm thrilled to be taking on responsibility for the four cellar doors across some of the most renowned wine regions in Australia. From the original 1891 vine plantings around the Gables winery at Wynns to the ultra-modern Wolf Blass, they're world-famous for their heritage, quality, and the outstanding wines they produce. I'll be working with the experienced team at each site on ways to open the venues to new audiences as Australian wine continues to have a timeless appeal to local and international visitors."
TWE's cellar doors will be operated by Penali from 1 September 2022.
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