In this episode of Unpacking the Digital Shelf – The APAC Edition, Teresa is joined by Amanda Green, General Manager of Digital & Innovation at Treasury Wine Estates, to explore how the business is reimagining its approach to product content management to meet the evolving needs of today’s digitally empowered shoppers across diverse markets. Amanda shares how Treasury Wine Estates is navigating the complexities of delivering local relevance at scale, building a product content strategy that supports both global consistency and regional nuance. From leveraging social platforms to strengthen product credibility in China, to harnessing the power of ratings and reviews to establish product authority within generative engines, Amanda offers a window into the strategic levers shaping TWE’s digital content management approach. If you're grappling with the complexities of managing product content across multiple markets - and looking to future-proof your digital product content approach - this episode is for you.