TWE to focus on Australia’s ‘regional gems’

Treasury Wine Estates has decided to increase its emphasis on several Australian wine brands as part of its international focus to champion Australia’s winemaking heritage.

Regional beauties: TWE has chosen brands which represent Australia’s long history of winemaking

The new strategy will see the company place greater emphasis on regional ‘gems’ from established Australian estates including Coldstream Hills, Devil’s Lair, Seppelt, T’Gallant, Heemskerk and Saltram.

By focusing on championing several of Australia’s key wine producing regions and their winemaking heritage, TWE hopes that the move will drive growth opportunities within Australia and in TWE’s international markets.

“We will reinvigorate and grow these regional ‘gems’ just as we have other brands in our portfolio,” said TWE’s CEO, Michael Clarke.

“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.”

Acting in an advisory capacity is Australian wine critic, James Halliday.

“I see this strategy as helping to build ‘Brand Australia’ internationally with a new focus on Australia’s presence in key overseas markets,” he said.

“I am genuinely excited about what the future holds for these brands.”

TWE’s currently carries several other Australian brands in its portfolio, including 19 Crimes, Lindeman’s, Matua, Penfold’s, Pepperjack, Rawson’s Retreat, Rosemount Estate, Wolf Blass and Yellowglen.