Michael Jackson appointed as Global Director – Global Travel of Treasury Wines Estates
Treasury Wines Estates (TWE) brand Penfolds, has appointed Michael Jackson as Global Director – Global Travel (GT), effective September 18, 2023. Based in Sydney, Australia, Jackson brings a wealth of experience in the wines, spirits and luxury goods categories to the role, most recently serving as Head of Independent Retail & On-Premise for Penfolds in Sydney.
With a 15-year tenure in senior commercial roles, including 11 years in GT across diverse geographies, Jackson is charged with developing the growing Penfolds GT business and positioning the brand as a luxury icon of the wine world.
This year, Penfolds has positioned GT as a priority channel to enable its vision of becoming a global luxury icon. With a strong focus on innovation and premiumization, Penfolds also leverages digital strategies to accelerate the luxury showcase of the brand in iconic travel locations that help unlock growth in the global travel space.
At the upcoming TFWA World Exhibition in Cannes, Penfolds is set to present an immersive showcase aboard a private yacht. In line with the brand’s thematic “Venture Beyond” campaign, attendees can expect a dynamic journey featuring iconic tastings and masterclasses. This will also be Jackson’s first big project as Global Director – GT, where he will meet key partners and retailers on-site.
Jackson commented, “As I begin this new chapter at Penfolds, I am excited to restart my journey in the dynamic world of travel retail. With airplanes returning to the skies, the opportunity to showcase the luxurious world of Penfolds wine to travelers on a global stage has never been greater. I look forward to reconnecting with our partners and working with the team to realize the great potential for Penfolds in the channel by connecting with travelers through exceptional wines and digital-first experiences at iconic travel locations.”
Jackson succeeds Daevid Warren, who spearheaded a transformative shift in Penfolds’ GT strategy, driving substantial double-digit growth over the past two years. Warren will move within the group to become Sales Director for Europe, Middle East, and Africa (EMEA) based in the UK. Penfolds has also broadened and strengthened its marketing and commercial teams in Singapore with two more members: Yanmei Lin joins the team as Customer Marketing Manager Global Travel for Australia, New Zealand, and Southeast Asia, and Wilson Leong joins as Sales Manager Global Travel for Southeast Asia & South Asia.