Treasury Wine Estates (TWE) intends to increase the distribution of its wines into airports, airlines, cruises, ferries and duty free stores over the next five years.
To drive the strategy and distribution in the global travel retail (GTR) environment, the company has confirmed three new appointments.
Tom King is appointed as commercial director of GTR, Alexandre Bussiere is named as the customer marketing director of GTR and Gordon Buchannan as the new sales manager of Travel Retail UK & Continental Europe.
King will be accountable for the development of TWE's GTR strategy, annual operating plan and also lead the development of customer relationships.
Bussiere will lead the development of the customer marketing strategies and annual brand activity plans.
King and Bussiere will report to GTR managing director Andrew Carter. Buchannan will report to King. All the three will join Treasury Wine Estates in late January 2013.
Carter said that the company aims to increase the scale of its presence in GTR and build wine brands.
"Today, wine is under-represented in the Global Travel Retail market, with spirits tending to dominate - we want to change that," Andrew said.
While consumers can already purchase TWE brands such as Penfolds, Wolf Blass and Lindeman's in airports across Australia, Asia and Europe, there is an opportunity to work with customers to be more strategic globally, he added.
