Treasury Wine Estates launches ‘Treasury Collective’ to drive global premium wine growth 

AUSTRALIA – Treasury Wine Estates (TWE) has announced the launch of ‘Treasury Collective’ as the new identity for its global premium brands division.  

The newly named division will officially begin operations on 1 July 2025, as part of a broader strategic shift aimed at strengthening TWE’s position in the premium wine segment. 

The unveiling was made alongside a market update on the company’s operational performance and progress in implementing its Luxury portfolio-led divisional structure. 

Treasury Collective is positioned to become a global leader in the premium wine market, with a focus on brand innovation, consumer engagement, and strategic customer partnerships. 

According to TWE, the division will prioritise growth of core brands including 19 Crimes, Cali by Snoop, Matua, and Squealing Pig. These will be complemented by a portfolio of regional favourites such as Pepperjack and Wynns Coonawarra Estate, and commercial brands including Wolf Blass, Lindeman’s, and Yellowglen. 

Managing Director of Treasury Collective, Angus Lilley, highlighted the division’s focus on redefining wine experiences for the next generation of consumers in key global markets. 

“Treasury Collective has a clear focus: to build a powerful portfolio of premium wines and recruit the next generation of consumers into the category,” said Lilley. “Global brands like 19 Crimes and Squealing Pig are already disrupting the wine category by engaging consumers in unexpected ways.” 

The announcement comes as TWE rolls out its enhanced production capabilities in low-alcohol, mid-strength, and no-alcohol wines. The company recently invested AUD 15 million (US$9.77 million) in a new facility in South Australia’s Barossa Valley, equipped with patent-pending dealcoholisation technology designed to retain wine flavour and aroma. 

Earlier this month, TWE revised its full-year profit forecast downwards to approximately US$770 million, citing weaker-than-expected shipments of its Premium portfolio in the United States.  

The downgrade followed reduced demand amid economic uncertainty and a decline in wine sales under the US$15 price point. 

Adding to the challenges, Republic National Distributing Company (RNDC), a key distribution partner for TWE in the US, is set to cease operations in California from 2 September.  

The company noted the impact of macroeconomic conditions on consumer behaviour as a major concern for the near term. 

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