Louisa Xu is the senior IP counsel in Treasury Wine Estates. She manages the company’s IP portfolio in Asia and provides IP and risk mitigation advisory services to the region. She is also responsible for crafting and executing a robust and comprehensive brand protection strategy across the globe with an Asia focus. Ms Xu has extensive experience in fighting against copycats and bad faith operators through systematic approaches. She also develops close relationships with government bodies, key online marketplaces and industrial organisations. Ms Xu serves as the coordinator for the food and beverage industry working group in QBPC and will act as the chair for the anti-counterfeiting committee China sub-committee in INTA in 2022.