Vinarchy appointed former Nestlé and Unilever executive Nicole Battistessa as managing director for Australia and New Zealand earlier this year to overhaul how the wine group targets younger consumers.
The appointment brings more than 20 years of packaged goods experience to a wine group formed barely 12 months ago.
FMCG Playbook for Wine
Battistessa joined Vinarchy after senior commercial roles across Nestlé, Unilever and Kimberly-Clark. Her remit focuses on importing standard fast-moving consumer goods discipline into a domestic wine market long shaped by heritage branding and traditional cellar-door distribution.
Wine producers across Australasia face falling consumption rates among legal-drinking-age consumers under thirty-five. Beer, ready-to-drink spirits and zero-alcohol substitutes have steadily taken retail shelf space from mid-tier wine labels across major retail banners.
Portfolio Modernisation
Vinarchy manages a blended portfolio that combines heritage regional labels with newer commercial lines. Applying packaged goods discipline means tighter stock management, faster product development cycles and packaging formats tailored to grocery aisles rather than fine wine specialists.
For liquor retailers and supermarket groups across Australia and New Zealand, dealing with FMCG-trained leadership usually means firmer volume targets, structured promotional calendars and data-driven category management. The operational friction sits between established winemaking cycles and the speed demanded by modern convenience retail.
Category Pressure
The Australian wine sector entered 2026 working through supply imbalances and shifting export patterns across Asia-Pacific. Domestic consumption volume has contracted as household budgets tightened and younger demographics diversified their alcohol spend.
Winning those consumers requires rethinking entry-level price points, brand messaging and format sizing. Traditional 750ml glass bottles carry less appeal for casual social occasions than single-serve cans and lighter alcoholic alternatives.
What to Watch
Battistessa has completed her first seven months running the Australia and New Zealand operation. The next operational test will be the release of Vinarchy’s upcoming commercial product slate and retail ranging agreements ahead of the peak summer trading quarter.