Foster's Group and BB&B join forces to distribute Australia's most famous wine in Thailand

Foster's Asia (SEA), an arm of the leading Australian wine and beverage company, today announced it has signed a distribution agreement with leading Thai distributor BB&B for its Penfolds brand.

Foster's is a premium global multi-beverage company producing and marketing a portfolio of wine and beer brands from Australia, the United States, New Zealand and Europe. The company produces more than 40 million cases of premium wine annually, from 22 wineries. Foster's Asia (SEA) has a strong presence in more than a dozen countries in South East Asia including; Thailand, Singapore, Malaysia, Indonesia, Vietnam and the Philippines.

BB&B (Bangkok Beer & Beverages) was established in 2002. The company distributes a range of alcoholic beverages including spirits and wines through major channels such as hotels, bars and restaurants. The company's wine business targets high-end on and off premise venues including; five star hotels, restaurants and serviced apartments. Staying true to its premium brand and distribution strategy BB&B will carefully manage the Penfolds portfolio so as to maximise the opportunity for the brand in its respective priority channels.

Announcing the deal, at a Penfolds tasting at the residence of Australian Ambassador, H. E. William Paterson PSM, Foster's General Manager South East Asia, Jake Jacob said he was thrilled with the new arrangement. "The BB&B team, led by CEO Khun Pongchalerm Chalermsaphayakorn, and President Ron Batori, have a wealth of experience in the Thai market. It's a great benefit for us to be able to draw upon their knowledge, insight and industry contacts." "We believe that BB&B's brand building strategy and business model is ideally suited to Foster's premium wine brands - none more so than Penfolds which holds a special place in Thais' hearts", Mr Jacob said.

Most importantly Mr Jacob said the new partnership marked a step change in the opportunity to connect with Thai customers and consumers who share a 'Passion for Penfolds'. "We recognise that Thai people have a special relationship with Penfolds and for some time we have wanted to create a close dialogue with our valued Penfolds consumers and customers in Thailand to deepen this bond. Our new partnership with BB&B has allowed us to start working together to plan a program celebrating 'Passion for Penfolds' which will include exclusive events focused on appreciating this iconic Australian wine brand. We're in the process of finalising the detailed plans and will share them very soon," Mr Jacob said.