Wednesday, April 24, 2024

TWE rolls out regional gems plan

regional-gems_high-res_WEBTreasury Wine Estates (TWE) will focus on iconic wines from stand-out Australian regions as part of its global brand strategy.

A second portfolio of regional ‘gems’ from Coldstream Hills, Devil’s Lair, Seppelt, T’Gallant, Heemskerk and Saltram has been established, supported by a dedicated team focused exclusively on maximising the potential of the range of regional wines.

TWE CEO Michael Clarke initially announced the strategy in November last year, advising that TWE planned to “reinvigorate and grow these regional ‘gems’ just as we have other brands in our portfolio.

“These brands will have the freedom and the independence to grow – they are treasured, scaleable wines that we will transform into regional champions, sold globally. Opportunity exists to think about, manage and invest in these brands differently. Our dedicated gems brand team will consider all options to ensure these brands maximise their value contribution to Treasury Wine Estates.”

The team supporting the strategy is led by Regional Wines General Manager Christian Sim and it will focus exclusively on optimising the sales, marketing and value contribution of these wines.

The team will also be supported by an advisory panel that includes one of Australia’s most respected wine experts, James Halliday AM.

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