JD.com Details Expanded Partnership With Australian Wine Company

JD.Com Inc(ADR) JD, one of China's largest e-commerce players, announced on Wednesday it has expanded a partnership with Penfolds, one of Australia's most iconic wine brands.

As part of the revised agreement, JD.com will become the first company that has been granted permission to sell the new Penfolds Max's wine line online to Chinese consumers in China.

JD.com's wine business was launched five years ago and has soared, as Chinese consumers are showing an increased appetite for wine products. In 2015, JD.com sold 22 million bottles of wine – more than double the amount it sold in 2014.

In fact, JD.com also sells wine that is made in France, Chile, Spain, Italy and the United States. The company also boasts the ability to offer same and next-day delivery options to more than 600 million consumers.

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"Chinese consumers have developed an increasingly sophisticated palate for wine, and we are continuously expanding our offerings with world-class brands like Penfolds to meet this demand," said Carol Fung, president of JD.com's Fast-Moving Consumer Goods Business Unit. "Penfolds has long been one of the top selling brands on JD.com, and this announcement further strengthens that relationship and gives our customers access to an even wider selection of their wines."

"Chinese consumers are increasingly appreciative of the high-quality of our Australian wines, and our partnership with JD.com has been a tremendous channel for us to facilitate the market opportunities," said Peter Dixon, general manager, North Asia, for Penfolds brand owner Treasury Wine Estates. "As one of the country's most trusted online platform for authentic wines, JD.com can provide the high-quality user base, logistic infrastructure and online experience to help us succeed in China."