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  • Treasury Wine Rules Out Fire Sales After Raising $50 Million from Divestments

    Treasury Wine Rules Out Fire Sales After Raising $50 Million from Divestments

    Treasury Wine Estates will not hold fire sales to offload underperforming labels. The group recently raised 50 million Australian dollars by selling three commercial brands to AG Oatley Wines.

    That deal returns Rosemount, Ingoldby and Secret Stone to the founding Oatley family. Southcorp bought Rosemount for 1.5 billion Australian dollars a quarter of a century ago.

    Chairman John Mullen told shareholders at the annual general meeting in Melbourne that the business will protect balance sheet value rather than rush disposals. Chief executive Sam Fischer plans to shrink the brand lineup from 75 to about 35 names. He also aims to extract 100 million Australian dollars in annual cost savings by fiscal 2029.

    Pruning Commercial Tiers To Protect Margin

    Trading stayed positive across the opening months of the fiscal year, driven by the luxury Penfolds division. Premium bottles generate the bulk of earnings across Asian distribution channels. Demand for heritage labels remains steadier than for budget supermarket lines.

    Shedding lower-margin labels frees working capital tied up in grape intake, barrel storage and bottling runs. Fischer took the top job with a remit to streamline operational units bloated by decades of regional winery acquisitions.

    Shifting Channel Priorities Across Regional Retail

    Distributors across Asia have cut shelf space for mid-tier Australian commercial wines over the past three years. Retail buyers in regional hubs prioritise high-margin status bottlings over volume table wines. That preference leaves operators with excess inventory across lower price bands.

    Rival producers face identical inventory overhangs across Oceania and Southeast Asia. Many have responded by heavily discounting stock or idling crushing plants. Those moves eroded wholesale price floors across the region. Treasury Wine is choosing selective asset sales over wide-scale liquidations to stop channel partners from demanding across-the-board margin cuts.

    The Long Unwind From Volume Expansion

    This rationalisation reverses two decades of corporate consolidation across the Australian wine sector. Portfolios assembled in the early 2000s struggled as global consumption drifted away from mass-market commercial reds.

    Management previously halted proposed sales of Wolf Blass and Lindeman’s when market bids fell below internal valuations. Executives retained and restructured those lines internally rather than book heavy impairments on distressed transactions.

    Targets Across The Restructure Plan

    Fischer is managing the brand reduction in stages while realigning winery throughput across South Australia, Victoria and California. Retaining fewer labels allows the group to focus marketing funds on global export flagships.

    Progress will be measured against the 100 million Australian dollar overhead reduction target as the company completes its next round of brand reviews before the close of fiscal 2027.

  • Penfolds Brand Value Drops 32% to $776 Million as Still Wine Slumps

    Penfolds Brand Value Drops 32% to $776 Million as Still Wine Slumps

    Penfolds suffered a 32 per cent drop in brand value to US$776 million this year. It posted the sharpest decline among top global wine labels in Brand Finance’s Alcoholic Drinks 2026 report.

    The Australian label led a broad retreat across still wine assets for parent company Treasury Wine Estates. Chinese producer Changyu shed 22 per cent of its brand valuation to finish at US$641 million. Beringer dropped 16 per cent, and Yellow Tail declined 14 per cent. Four of the six still wine labels tracked in the top ten lost value over the period.

    Champagne Widens Gap Over Still Wine

    Sparkling wine houses took the opposite trajectory and captured premium trade. Moët & Chandon defended its position as the world’s most valuable wine and Champagne brand. Its value rose 12 per cent to US$2.3 billion, backed by an AAA- brand strength rating and a score of 80.3 out of 100.

    Veuve Clicquot climbed to second place overall after expanding its brand value 39 per cent to US$1.4 billion. Dom Pérignon advanced 21 per cent to reach US$300 million, taking ninth place in the ranking. Prestige sparkling houses maintained pricing power despite softer total shipment volumes across key consumer markets.

    Mass Market Labels Hold Ground

    Everyday table wines held up better than mid-tier and prestige still brands. Barefoot ranked as the strongest overall label in the index with an AAA rating and a score of 85.1 out of 100. Wide retail distribution helped lift its valuation 2 per cent to US$1.3 billion.

    Carlo Rossi gained 8 per cent to reach US$313 million. Value brands retained steady household penetration. Higher-priced still wines felt the pullback in discretionary spending.

    “Meanwhile, declines for brands such as Penfolds and Changyu reflect the broader pressures facing still wine, where changing consumption patterns are making growth harder to achieve.”

    Henry Farr, global sector head of alcoholic drinks at Brand Finance, noted that premium perceptions and emotional ties allowed sparkling labels to decouple from broader category stagnation.

    Asian Demand Reshuffles Portfolio Strategy

    For distributors and retail buyers across Asia, the valuation drop reflects shifting consumer habits in key commercial hubs. Mainland China’s retail wine trade has contracted. Younger urban consumers are diversifying into ready-to-drink beverages, craft beer and spirits, eroding baseline volumes for domestic giants like Changyu.

    Treasury Wine Estates faces a split market reality. High-end allocations still find private collectors, but commercial lines struggle to clear inventory through traditional dining and corporate entertainment channels in Australia and East Asia. Retail shelf space is migrating toward lower-cost daily pours and celebration-linked Champagne labels.

    Consumption Contraction Sets Baseline

    Falling valuations follow consecutive years of cooling volume. Data from the International Organisation of Vine and Wine showed global wine consumption contracted nearly 3 per cent in 2025 to 208 million hectolitres. Demographic shifts in mature markets and tighter household budgets drove the decline.

    Treasury Wine Estates and regional competitors now face their next test in upcoming year-end inventory audits and festive wholesale reorders, which will reveal whether recent price adjustments can stabilise commercial still wine margins.

  • South Australia Launches $109 Million Wine Sector Rescue Package

    South Australia Launches $109 Million Wine Sector Rescue Package

    South Australia launched a A$109 million ($74 million) support package on September 21. The funding aims to restructure its wine industry and tackle persistent global oversupply.

    The state generates 80 per cent of Australia’s premium wine output and sustains 90,000 regional jobs. It also accounts for A$2.4 billion in annual economic value.

    Capital for Vineyard Transitions and Debt Relief

    At the core of the plan is a A$100 million government-backed loan scheme. It will help grape growers repurpose unviable vineyards into alternative commercial land uses. Eligible growers can apply for concessional loans of up to A$500,000. These facilities include a two-year holiday on both principal and interest repayments to give landholders immediate cash relief.

    Alongside the debt facility, the state allocated A$1 million over two years for independent farm business planning to guide growers through crop diversification. Another A$500,000 will fund industry-led programs to process or clear unsold bulk wine stocks that depress spot grape prices.

    Export Funding and Marketing Expansion

    International market recovery receives direct capital through a A$5 million two-year extension of the Global Wine Growth Program. That funding targets overseas distributor networks and retail shelf placement across key export destinations. An additional A$675,000 marketing campaign will promote South Australian wine and culinary tourism to domestic and international visitors.

    To support corporate producers and family operators managing vineyard removals, the government committed A$2 million to solve waste management challenges associated with copper chrome arsenate treated timber posts. The funding establishes regional collection and aggregation hubs across key growing districts.

    Supply Discipline and Export Realities

    For wine exporters and regional beverage conglomerates, the intervention tackles structural volume imbalances rather than offering temporary operating subsidies. Producers in volume-heavy zones like the Riverland have faced low grape prices as red wine inventories backed up. Trade disruptions and shifting global drinking patterns caused the glut. Treasury Wine Estates and rival brand owners have already shifted emphasis toward luxury tiers, leaving commercial-grade growers bearing the cost of excess acreage.

    Distributors across the Asia-Pacific region face risks around execution speed and grower uptake. If commercial growers use concessional loans merely to service existing debt rather than pulling vines, the domestic surplus will continue to weigh on retail margins. Pairing exit loans with planning deregulation offers a path to balance supply against actual export demand.

    Planning Reforms in Key Growing Zones

    Recommendations from an industry forum convened by the South Australian government helped shape the package to address falling farmgate returns. Planning authorities are introducing the Riverland Economic Recovery Joint Code Amendment. The change rezones selected agricultural parcels to unlock new housing and industrial employment uses across the Murray-Darling basin.

    A newly appointed Wine Industry Coordinator will oversee administrative delivery across state departments and industry groups. Regional winemakers also backed the structural focus of the intervention.

    “South Australia’s wine industry is built on generations of investment, innovation and regional expertise, and this support provides important confidence as the sector responds to changing global markets and consumer preferences,” said Kerrin Petty, Chief Supply Sustainability Officer at Treasury Wine Estates.

    State agencies will release operational guidelines and application dates for the A$100 million transition loan facility in the coming weeks.

  • Treasury Wine Estates Sells Seppelt Winery to Stonier Owners

    Treasury Wine Estates Sells Seppelt Winery to Stonier Owners

    Treasury Wine Estates agreed to sell its Seppelt brand and production assets in Victoria to Stonier Wines co-owner Aaron Drummond and investment partners.

    The deal covers the historic Great Western winery, its cellar door, surrounding vineyards and the Drumborg vineyard near Portland for an undisclosed sum.

    Asset cull targets balance sheet relief

    Removing the assets clears non-core production operations from the winemaker’s balance sheet before the end of the year. Treasury Wine Estates told investors at its June Investor Day that shedding peripheral labels would help deliver $100 million in structural savings. That target follows a full-year loss of nearly $650 million. Chief executive Sam Fischer has directed capital away from commercial-tier regional labels. He is concentrating resources on global luxury lines led by Penfolds.

    Drummond’s consortium takes full control of Seppelt intellectual property and inventory. Drummond serves as chief executive of Mornington Peninsula producer Stonier. Operations at the 160-year-old Great Western site and the cool-climate Drumborg estate will continue under the new ownership group.

    What the transaction shifts for regional producers

    Offloading regional assets eases operational drag for corporate wine giants coping with elevated inventory costs and uneven consumer demand across major Asia-Pacific channels. The exit by Treasury Wine Estates opens direct access to established heritage infrastructure for boutique operators, distributors, and commercial buyers without corporate overheads. Luxury labels command the bulk of group capital expenditure. Historic mid-market estates now shift to private multi-brand operators who run them on leaner cost bases.

    Similar portfolio realignments have occurred across the Australian wine sector as larger listed producers carve out regional production assets to protect earnings. The operational risk lies in vineyard throughput. Shedding crush capacity cuts fixed maintenance costs immediately. Independent buyers must still maintain distribution volume across domestic retail chains to keep the acquired acreage profitable.

    Historic production footprint changes hands

    Seppelt traces its origins to 1851, when founder Joseph Seppelt established Seppeltsfield in South Australia. The business expanded into Victoria through the Great Western property, which was established in 1865 and incorporated into Seppelt in 1918. The site contains The Drives, a network of cellars excavated by gold miners starting in 1868. It forms the largest underground storage cellar system in Australia.

    Drumborg’s vineyards were first planted in 1964 to supply cool-climate sparkling base wine and table fruit from south-western Victoria. Treasury Wine Estates managed the properties under its broad domestic multi-regional supply model. It designated the labels non-core during its 2026 operational review.

    Next steps for the settlement

    Final settlement of the transaction is scheduled for mid-October 2026, subject to standard commercial closing terms. RetailNews Asia will track the progress of Treasury Wine Estates against its $100 million balance sheet reduction target as the group prepares its next investor update.

  • Global FMCG Brands Reshape Experiential Deals Across Asia-Pacific

    Global FMCG Brands Reshape Experiential Deals Across Asia-Pacific

    Global consumer goods manufacturers are restructuring major event partnerships across Asia-Pacific, shifting capital into high-traffic sports and cultural fixtures that drive direct product trial.

    Treasury Wine Estates flagship label Penfolds took an event supporter role at the Formula 1 Australian Grand Prix at Albert Park in March 2026. The four-day motorsport contract replaced its five-year tenure at the Melbourne Cup carnival, aligning the label with international broadcast reach during the 75th anniversary of its Grange vintage.

    On-Ground Services and Market Reach

    Consumer goods conglomerate Procter & Gamble expanded its multi-market Olympic platform to integrate retail campaigns directly with athlete usage. During the Milano Cortina 2026 Olympic Winter Games, the company ran its Champions Clubhouse across the Milano and Cortina villages, servicing more than 3,500 athletes with grooming, hair care and recovery facilities.

    The group distributed product kits across 25 corporate labels, including SK-II, Head & Shoulders, Oral-B and Gillette Venus. That athlete-facing footprint converts into localized supermarket campaigns across the region, including an ongoing partnership with eight-time Olympic gold medallist Lisa Carrington in New Zealand.

    Community Anchors and High Volume

    Pernod Ricard brand Absolut continues to direct festival marketing toward high-throughput consumption formats. The spirits maker pairs rapid-service cocktail menus with cultural events, including its long-running alignment with the Sydney Gay and Lesbian Mardi Gras in Australia and massive activations at Coachella in North America.

    Alcohol and personal care groups across Asia-Pacific are increasingly moving away from passive perimeter signage. Instead, brand owners want dedicated on-premise pours and physical service lounges that put physical inventory straight into shoppers’ hands.

    Brand teams now face the next test of this experiential spending when race organizers release spectator attendance and paddock hospitality figures for the upcoming grand prix calendar.

  • Treasury Wine Estates Records Robust Financial Growth; Penfolds Brand Sales Surge 7.3%

    Treasury Wine Estates Records Robust Financial Growth; Penfolds Brand Sales Surge 7.3%

    Treasury Wine Estates (TWE) has seen a substantial growth pattern in its financial performance for the present fiscal year. The company’s net group sales have experienced a 7.2% increase, elevating the figure from $2.7 billion to $2.9 billion.

    Growth in Profit and Profit Margin

    The gross profit of the group has witnessed a 15% surge, amounting to $1.4 billion. This growth is mirrored in the company’s gross profit margin, which has moved up from 45.3% to 48.6% year-on-year.

    The firm’s Earnings Before Interest and Taxes (EBITS) has also seen a significant growth, marking a 17% increase to reach $770 million. The company’s net profit after tax followed suit, with an 8.1% increase, amounting to $450.7 million.

    Brand Performance

    The company’s renowned brand, Penfolds, has also reported a positive net sales revenue growth of 7.3%, reaching $1 billion. The brand’s EBITS has also risen, showing a 13.2% increase to reach $477 million.

    The Treasury Americas brand of the group has reported a notable 16.8% surge in its net sales revenue, bringing the total to $1.2 billion. This growth was accompanied by a 33.9% increase in its EBITS, reaching $308.6 million.

    However, TWE’s Treasury Premium Brands reported a decrease in its net sales revenue by 5.9% year-on-year, with the figure standing at $693.5 million. The brand’s EBITS also plummeted, reflecting a 27.6% drop to $55.1 million.

    CEO Statement

    Tim Ford, CEO of Treasury Wine Estates, expressed his satisfaction with the company’s fiscal performance. Despite facing challenges in several markets, the company remained committed to executing its business strategies, strengthening the company’s long-term growth.

    Ford attributed the company’s strong financial performance to Penfolds’ continued momentum and the successful integration of Daou Vineyards into their luxury portfolio. He also highlighted the company’s recent transition to a new luxury portfolio-led operating model that enhances strategic clarity and positions the firm well for the future.

    Questions & Answers

    What is the reported increase in Treasury Wine Estates’ group net sales?
    The group net sales have seen a 7.2% increase, moving from $2.7 billion to $2.9 billion for the current fiscal year.

    What has been the performance of Penfolds and Treasury Americas brands in terms of net sales revenue?
    Penfolds reported a 7.3% increase in net sales revenue to $1 billion, while Treasury Americas revealed a 16.8% rise, amounting to $1.2 billion.

    What measures has the company undertaken for long-term growth as per the CEO’s statement?
    The CEO revealed that the company has remained focused on executing its business plans, integrating Daou Vineyards into their luxury portfolio, and transitioning to a luxury portfolio-led operating model.