Treasury Wine Estates sells Rouge Homme brand back to Redman Family
Treasury Wine Estates has sold Rouge Homme back to its founding Redman family, marking a historic return of the Coonawarra wine label after decades of corporate ownership.
AUSTRALIA – Treasury Wine Estates has sold the Rouge Homme wine brand back to Redman Wines, returning the label to the founding family behind its creation in a move described as a “full-circle moment” for the Coonawarra wine region.
Established in 1952, Rouge Homme built a strong reputation in Australia and international markets for its Coonawarra wines, including Cabernet Sauvignon, Shiraz blends and clarets.
The winery, brand and vineyard assets were acquired by Lindeman’s in 1965 before becoming part of Treasury Wine Estates portfolio in 2011 following the spin-off from what was then Foster’s Group.
While under Treasury Wine Estates ownership, the Rouge Homme brand was not distributed internationally, limiting its global commercial presence.
Welcoming the brand’s return, fourth-generation winemaker and co-owner Dan Redman said the acquisition carries deep family significance. “Rouge Homme has a special place in the heart of Coonawarra. Welcoming it back in the 60th year of Redman Wines is especially meaningful – a full-circle moment,” he said.
He added that the brand remains closely tied to his family’s legacy in winemaking. “The label is synonymous with the Redman family, and we’re proud to take it into the future,” Redman said.
Coonawarra, located in South Australia, is widely recognised for its premium wine production and distinctive terroir, which has long been associated with the Rouge Homme label founded by Bill Redman.
Commenting on the divestment, TWE senior viticulturist Ben Harris said the company was satisfied with the transition. “We’re proud to have been the custodians of Rouge Homme and are delighted that it’s been acquired by the Redman family,” he said.
He added that the region continues to attract global attention. “With storied brands, unmistakable terroir and exceptional wines, global interest in the Coonawarra region continues to grow, and we look forward to following the next chapter of the Rouge Homme story,” Harris said.
The sale comes as Treasury Wine Estates continues a broader strategic shift, including the adoption of a regional operating model under CEO Sam Fischer and an ongoing transformation programme focused on cost reduction, portfolio review and operational restructuring.
In recent months, the company has faced financial and strategic pressures, including a reported half-year net loss driven by impairment charges in its US business and the withdrawal of guidance amid uncertainty in key brands such as Penfolds and Treasury Americas.
The group has also outlined a cost-saving target of A$100 million annually over the next three financial years as part of its broader restructuring agenda.
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