MD of Treasury Premium Brands describes ‘great progress’ as TWE increases premium focus

In June last year, Treasury Wine Estates announced a structural change designed to unlock growth opportunities for its Treasury Premium Brands portfolio of wines priced between $10 and $30.

Two months later, TWE announced plans to divest its sub-$10 Commercial Brand portfolio via a non-cash impairment charge of $290 million, thus further increasing its premium focus.

Here, Treasury Premium Brands Managing Director Angus Lilley reflects on the decisions made in 2024 that he hopes have set the division up for success in 2025:

“Throughout 2024, Treasury Premium Brands continued to receive strong support from our customers and industry associations as we continued our focus to bring the joy of premium wine to more consumers on more occasions. As a result, we have made great progress in evolving our overall portfolio and driving growth of our priority brands at home in Australia and in our new and existing markets across the globe.

Today, where consumers are increasingly becoming more spoilt for choice with new brands, exciting innovations and unique varieties, it is essential to stay ahead of the trends and meet customer expectations through the creation of great products and experiences. At TPB, we believe we have continued to strengthen our core portfolio and have delivered on some really exciting launches this year that will set us and our partners up for success into 2025.

Globally, Treasury Wine Estates (TWE), has launched a new line of premium wines, Drop of Sunshine, in partnership with Candle Media’s Hello Sunshine – a multi-channel media company founded by Reese Witherspoon. After recognising an opportunity for an authentic, female- focused wine brand, the women-led TWE team found the ultimate partner in Hello Sunshine, which puts women at the center of every story it creates, celebrates and discovers. The range has initially launched here with a Prosecco, Sauvignon Blanc and Pinot Grigio, with an extension into reds due to be released soon.

Another launch which tapped into a new occasion for wine, “Halloween” was with rebellious wine brand, 19 Crimes, who joined forces with Universal Monsters to create a limited-edition, glow-in-the-dark range featuring Universal Pictures’ iconic monsters – Dracula and Frankenstein. We launched the range this year in time for Halloween, tapping into one of the fastest growing events on the retail calendar.

Squealing Pig, celebrated for its refreshing take on the traditional wine experience, just launched Squealini, a new collection of vibrant, fruit flavoured sparkling wine spritzes. Featuring three flavours, consumers can now experience something more than just the classic wine, it’s an alternative that captures the essence of summer fun and refreshment and brings a splash of vivacity to the wine category.

As a total business, it’s in our DNA to bring our whole selves to work. Within TPB, a great example of our commitment to Inclusion, Equity and Diversity is through the various partnerships Squealing Pig has supported over the years, such as Sydney Gay and Lesbian Mardi Gras, Melbourne Queer Film Festival, Out For Australia and Mid Summa Festival. Squealing Pig will continue to champion the LGBTQIA+ communities through its national campaign ‘Summer of Love’, which toasts to the colourful spectrum of sexual orientation and gender identity, celebrating love and inclusion for all across the summer season, with not only Mardi Gras, but its other major partner, the Australian Open. In addition, for the first time ever this summer, Squealing Pig will extend the nine limited-edition Pride label ‘take over’ from previous years on the 750ml bottle of Rosé, to the entire portfolio.

Since we launched our enhanced sustainability strategy three years ago at TWE, it has been particularly pleasing to see sustainability become ingrained in the way we do business. Globally, our teams are embracing initiatives that reduce the impact we have on the natural environment as well as make a positive contribution to the communities we operate in.

In conclusion, the drinks industry has faced many challenges over the past year including operational costs rising and consumers suffering from cost-of-living pressures, however, it has also demonstrated the industry’s commitment and ability to be resilient, adapt and respond appropriately and we look forward to seeing how we can continue to partner and support each other in 2025.”

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This article was written by Angus Lilley for Drinks Guide 2025, which was distributed nationwide in December and can be viewed digitally here. If you did not receive a physically copy and would like to be added to the Drinks Trade/Guide magazine mailing list, get in touch with the team now.