Treasury Wine Estates (TWE) has announced the name and an overview of the operation model of its new premium division, which is set to launch next month.
The division, named Treasury Collective, will be part of TWE’s luxury-led divisional operating model, alongside Penfolds and Treasury Americas.
Treasury Collective will commence operations on July 1, which will also mark the company’s transition to its new operating model.
The new division is positioned to become the world’s leading premium wine business, with key drivers including powerful brands with meaningful difference and scale, disruptive innovation, and focused investment and activation.
The segment will bring together all of the company’s premium brands across regions.
Priority growth and innovation brands include 19 Crimes, Cali by Snoop, Matua, and Squealing Pig. It will be complemented by a portfolio of regional brands, such as Pepperjack and Wynns, as well as commercial brands like Wolf Blass, Lindeman’s, and Yellowglen.
The initial focus of Treasury Collective will be on delivering top and bottom-line stability.
TWE expects the division’s top-line decline to moderate in FY26, with continued growth of the priority brand portfolio partially offsetting the decline of the commercial portfolio.
To achieve this goal, the company plans to allocate its resources more efficiently, streamline its team and processes, and put a greater focus on category capabilities and strengthening customer partnerships.
For this fiscal year, TWE continues to expect a 17 per cent increase in EBITS, driven by top-line growth of Penfolds and US wine business Daou.
