Leadership shake-up in Australian wine sector: TWE appoints Sam Fischer as CEO, Vinarchy names Danny Celoni Chief Executive
Two major Australian wine companies announce new leadership as they position for future growth and international expansion.
AUSTRALIA – Australian wine giant Treasury Wine Estates (TWE) has announced the appointment of Sam Fischer as its new Chief Executive Officer and Managing Director, following a strategic succession planning process and a global executive search.
Fischer, currently the CEO of Lion, will officially assume the role on 27 October 2025, subject to regulatory approvals.
Fischer will replace Tim Ford, who has held the position since 2020. Ford will remain in the role until 30 September to support a smooth leadership transition, according to the company’s filing to the Australian Securities Exchange.
TWE is best known for its flagship brand Penfolds and has undergone significant transformation under Ford’s leadership, including navigating the pandemic, responding to Chinese tariffs on Australian wine, and implementing a divisional operating model centered around premium wine labels.
TWE Chairman John Mullen praised Ford’s contributions and expressed confidence in Fischer’s ability to lead the company through its next phase.
“Sam brings proven CEO credentials, exceptional strategic acumen, and deep expertise in alcohol beverages, consumer goods, and luxury brand building, accompanied by a strong track record of driving business growth,” Mullen stated.
He added that Fischer emerged as the top candidate from a highly competitive field during the global search.
Fischer has over 30 years of experience in the alcoholic beverage, luxury brand, and consumer goods industries.
At Lion — a subsidiary of Japan’s Kirin Group — Fischer has led operations across Australia, New Zealand, and the United States, overseeing beer, wine, spirits, and ready-to-drink products.
Vinarchy new CEO
In a parallel development, newly formed wine company Vinarchy has appointed Danny Celoni as its CEO. Celoni will assume the role in August 2025, bringing with him decades of experience in the beverage industry.
Vinarchy was established last month following the acquisition of wine assets from Pernod Ricard by Accolade Wines’ parent company, Australian Wine Holdco Limited (AWL).
Celoni’s career includes 18 years in leadership roles at Diageo in the Asia-Pacific region and over three years as CEO of PepsiCo Australia and New Zealand.
Most recently, he served as CEO of Carlton & United Breweries, a Melbourne-based subsidiary of Asahi Group.
Commenting on his new role, Celoni said, “Vinarchy is well positioned to play a leading role in the future growth and expansion of the wine category.”
Executive Chairman Ben Clarke described Celoni as a transformational leader with a growth mindset and a strong record of achieving category leadership through customer-focused strategies.
Vinarchy now includes Accolade Wines and the former Pernod Ricard wine operations in Australia, New Zealand, and Spain.
With A$1.5 billion (US$960 million) in annual net sales, 1,600 employees, and 11 wineries across four countries, the company produces more than 32 million nine-litre cases annually.
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