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Treasury Wine Estates launches ‘Regional Gems’

Treasury Wine Estates yesterday announced that iconic wines from regional Australia will form a key part of the next stage of the company’s global brand strategy.

A second portfolio of wines, including regional ‘gems’ from Coldstream Hills, Devil’s Lair, Seppelt, T’Gallant, Heemskerk and Saltram will follow the trajectory established by TWE’s global focus brands; supported by a new team focused on maximising the potential of these regional wines.

Christian Sim, newly appointed general manager for regional wines, said the relatively new initiative was about putting extra focus back on regional brands.

“We believe that these nine brands represent the best of regional wine in Australia in terms of diversity and quality of region,” Sim said. “We are looking for more people to enjoy these wines and are committed to increasing production and invest in these brands.”

As foreshadowed by Treasury’s chief Executive Officer, the company has committed to the promotion of regional wines in order to realise growth opportunities both within Australia and internationally.

“We will reinvigorate and grow these regional ‘gems’ just as we have other brands in our portfolio,” Clarke said. “These brands will have the freedom and the independence to grow – they are treasured wines that we will transform into regional champions, sold globally.

“Opportunity exists to think about, manage and invest in these brands differently. Our dedicated gems brand team will consider all options to ensure these brands maximise their value contribution to Treasury Wine Estates,” Clarke said.

Regional Gems marks the next stage of Treasury’s brand transformation strategy after 15 brands were identified as global priority brands in 2015, with marketing support focused to drive growth in key regions across the world.

The dedicated team, led by Sim, will focus exclusively on optimising the sales, marketing and value contribution of these wines. The team will also be supported by an Advisory Panel that includes one of Australia’s most respected wine experts, James Halliday AM.

“We are determined to deliver value growth from our regional gems. Our ambition is to export 50 per cent of our regional gems, and we have increased the Australian vintage intake for these brands by approximately 40% this year to help realise their potential,” Sim said.

Sim said although the initiative has not limited itself to one target market, the first port of call would be regions in the world that are comfortable with exporting wine.

“Counties that already have a really good appetite for Australian wine,” he said. “East coast US, Canada, big parts of Asia and specific cities within Europe as opposed to whole countries.”

“I see this strategy as helping to build ‘Brand Australia’ internationally, with a new focus on

Australia’s presence in key overseas markets. I am genuinely excited about what the future holds for these brands,” Halliday said.



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