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Glaetzer Wines Creates a Strategic Partnership with AWDirect LLC's Wine Trees

Posted on April 05, 2017

April 5, 2017 (Santa Rosa, CA) – AWDirect LLC (Parent of Wine Trees) and Glaetzer Wines of Australia’s Barossa Valley have created a long-term sales & marketing partnership, effective April 1, 2017, that will strengthen the U.S. presence of Glaetzer Wines in the 3-tier distribution system.

The Glaetzer Wines’ strategic partnership with Wine Trees is focused on next-level commercial growth of the Wallace, Bishop, Anaperenna, and Amon-Ra wines in the U.S. market. Wine Trees will manage all sales and marketing functions in the U.S. through its national network of regional sales managers and marketing team.

“After 16 years exporting wines to U.S., the time is now right to partner with the diverse and talented Wine Trees team to take our brand and products to the next level of representation across the U.S. market. We are a committed, internationally recognized producer, and a long-term alliance with the Wine Trees team will ensure brand integrity and desired growth for years to come,” stated Ben Glaetzer, Owner and Winemaker of Glaetzer Wines.

Bruce Cunningham, Founder of both AWDirect & Wine Trees stated, “We are delighted to bring Glaetzer Wines under our umbrella, and we will make it a smooth transition to the Wine Trees team. We are committed to the premium Australian wine category, and as it continues to grow, the Glaetzer portfolio becomes an important piece in our portfolio. Positioned at the correct price points, and focused on one of Australia’s most respected appellations, Glaetzer Wines will benefit from this new change of representation to Wine Trees. Wallace, Bishop, Anaperenna, and Amon-Ra are all fantastic quality wines backed by provenance and a story to tell, and we are truly excited to build a solid national base of business with these fine wines. Glaetzer Wines strengthens our Australian brand portfolio which includes Mr. Riggs, Penny’s Hill, Thomas Goss & The Chook (McLaren Vale) and Atze’s Corner (Barossa Valley).”

About Wine Trees & AWDirect LLC

Founded in 2008, Wine Trees is a portfolio of acclaimed international and domestic brands that brings small lot wines with provenance to the U.S. market. Wine Trees is a key part of the AWDirect (est. 1996) family, a creative and innovative wine organization with a multi-faceted approach to the wine industry. Expecting to surpass 500,000 cases of wine sales in 2017, Wine Trees and AWDirect see future international growth driven by Australia, France, and Italy and domestic growth driven by Oregon and Washington.

About Glaetzer Wines

With a family history in the Barossa Valley dating back to 1888, Glaetzer Wines was established in 1996 with a mission to produce unique and elegant premium Barossa Valley wines. Today, driven by the irrepressible Ben Glaetzer, the company’s wines are exported to over 26 countries and the Glaetzer name is synonymous with ultra-fine Australian winemaking.

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