As the world’s leading wine group, Treasury Wine Estates has a number of new and old world-renowned wine brands dedicated to creating high-end brand portfolios and bringing quality wine experiences to consumers around the world.
Recently, Fuyi Group announced that it has joined hands with the strategic partner Luzhou Laojiao Group to introduce Australia’s 100-year-old Saltram Locks and Wines, and is the exclusive agent of Luzhou International Liquor Co., Ltd. under the Luzhou Laojiao Group. Zhuang brilliant.
At the same time, the “S Series”, the heritage of Saltram Locks, was first debuted in December 2018. The digital representation of the quality simplifies the wine grading system, making it easier for consumers to choose the wine according to different occasions and needs. After the launch of the “S Series” in China, the brand will gradually launch a series of online and offline activities combined with photography art as the core of brand marketing, passing on the three “S” that Saltram Locks insists on – Selected (selected carefully), Simplified (seven to simple), and Satisfying (taste to alcohol) winery concept.
Saltram Locks is one of the oldest wineries in Australia and is highly regarded in Australia. A pioneer in the creation of the Barossa region of Australia, Saltram Locks was founded in 1859 by William Salter and his successor, Edward Salter, in the Barossa Valley. For more than 150 years, Australia’s most prestigious winemakers have served the lock lips. As the times change, Saltram’s wine-making process is constantly improving and is highly regarded in the Australian wine industry.
Wu Mingfeng, general manager of China’s rich glutinous wine group, said: “Saltram Locks Winery is Australia’s most famous and credible century-old village. Its historical heritage is comparable to that of Penfolds, which is very popular among Chinese consumers. I believe that Luzhou Laojiao The high credibility of the Group’s brand and the quality advantages of the Fuyu Wine Group will bring a broad development prospect to the Saltram Locks brand in China.”
Release heritage “S series”
The unique “S” concept adhered to by Saltram Locks Wines – Selected, Simplified, Satisfying, and the perfect “S Series” . Saltram Locks Winery insists on careful selection, collecting fruit from its own vineyards, and insisting on hand-selected grapes for brewing, ensuring the quality of each bottle of wine. Saltram Locks Wines advocates avenues to simplicity, with digital representation of quality and streamlined wine grading, making it easier for consumers to choose the right wine for different occasions and needs. Saltram’s wines are tasteful and mellow, and are known for their richness, intensity and distinctiveness. Whether it’s a bright Riesling or a deep and complicated Shiraz, every bottle of lock-lip wine is crafted as a great wine art, satisfying every consumer’s “lip moment”.
Saltram Locks believes that winemaking is the process of converting fruit into extraordinary wine. The art of photography is the process of transforming the mundane things in everyday life into immortal visual images, which is similar to winemaking. Therefore, in order to further convey the spirit of Saltram Locks S series, Fushun Group invites the famous art photographer Lao Qilin to travel to Australia to shoot large-scale products for the series, which will be the picture of the series “S”. Among them, the S series is unique.
For a long time, photographer Qilin’s shooting techniques for still life have been favored by international magazines and fashion brands. They are not only for the magazines such as VOGUE and ELLE, but also by the luxury brands such as Tiffany, Prada and Hermes. Praise. It is worth mentioning that he also shot large films for the Penfolds Penfolds G3. Saltram Locks and Penfolds have a rich history and culture, and the in-depth understanding of the brand spirit in the old Kirin works is the reason why Fuyi Group has cooperated again. This time as the S series of products, the theme of photography is also to choose the nature as the background, meaning that Saltram locks the winery to bring Barossa’s natural flavor into every bottle of wine.
Inheriting a series of “S series” wines
The Saltram Locks and Wines Heritage Collection “S Series” is carefully selected by the Locking Lip Wine Master to present the best quality at every level.
S1, S2 – is a modern modern brewing style, easy to approach, easy to drink. S1 Cabernet Sauvignon has dark berries and a hint of fennel. The tannins are delicate and silky. S2 Shiraz has the taste of ripe plums and berries, and the taste of the fruit is balanced.
S3 – Shiraz has the aroma of plums and fresh cherries, rich in taste, delicate tannins and a sense of balance. The 2017 Barossa Valley Shiraz gives the wine a soft tannin, while the Shiraz from the Eden Valley gives the wine aroma.
S5 – is a symbolic red and white wine that pays tribute to the Barossa area. S5 Riesling comes from the Eden Valley and has the taste of citrus flowers, bath salts and musk. In 2017, Saltram Locks S5 Shiraz is made in a traditional style, exuding the scent of ripe plums and black cherries. It has a rich taste, fruity aroma, tannins and a long finish.
S8 – Barossa Shiraz is the flagship of Saltram Locks. The 2017 Saltram Locks S8 Shiraz’s grapes come from the low-volume and precious vineyards of Barossa, made from the finest vine grapes of the old vines. Production is very limited and only occurs in good years. Created in a traditional style with aromas of black berries, fennel and cocoa. It has a rich palate with rich fruit flavors, complex tannins and long lasting odor.
Since the launch of the first wine in 1862, Saltram Locks has maintained an amazing record: winning the Jimmy Watson Best Red Wine Trophy in 2002; winning 9 gold medals and 4 trophies in 2011; Won the “Best Red Wine Trophy” award at the Royal Adelaide Wine Show. Saltram’s award-winning winery has established its authority in the international wine industry. Saltram Locks is also rated as a 5-star winery by renowned Australian wine writer and critic, winemaker and senior wine competition judge James Khalid.
Alex MacKenzie became the tenth generation winemaker of Saltram Locks in 2017 as a senior winemaker. He specializes in the cultivation of high-quality fruit ingredients and optimizes the vines with the viticulture team. Thanks to the winemaker’s pragmatic style, the Saltram Locks wines are able to fully reflect the quality of the Barossa Valley. When Alex was 16 years old, he found his love for wine when he was an exchange student in a French family in the Rhone Valley. After being influenced by the surrounding environment, he returned to the Adelaide University campus and continued to learn about viticulture. Later, he returned to France out of his passion for travel and worked for a while for Marthason Captiere and gained valuable experience. He brought this valuable experience to Australia and contributed to the Saltram Locks Winery.
Luzhou Laojiao Group’s strategic cooperation helps brand development
Since August 2018, Luzhou Laojiao Group and Fuyu Wine Group have reached a strategic cooperation and obtained exclusive rights to the Chinese region of Saltram Locks, one of the high-end brands of the Fuyu Wine Group, and established a limited share of the company. The company operates to open a new era of lock lips and wines. On December 18th, 2018, Saltram Locks Winery held the world’s first brand launch conference and the first series of Saltram locks and wines in the Kunming Huayu Hotel in Yunnan. On December 26th, Sichuan Chengdu Station Tasting released It will come to a close; afterwards, the Saltram Locks Wine Brand Tasting will also be held in key national cities. Saltram Locks will be officially launched in December 2018 to meet Chinese consumers.
Chen Wei, general manager of Lock Lip International Wine Co., Ltd. said: “In recent years, the overall trend of the wine consumption market has been upwards. Saltram Locks Winery has been selected from Selected, Simplified, Satisfying. Starting from the three “S” of alcohol, named after S, let more wine lovers identify and remember. The lip-lip international wine industry will use rich channel operation experience and the brand power of the rich wine group to operate. .”
