Treasury Wine Estates (TWE) has unveiled ‘Treasury Collective’ as the name of its global premium brands division, which will officially commence operations on 1 July 2025.
The formation of the global division brings together all premium brands across the organisation and in all regions globally, under the leadership of Angus Lilley as Managing Director.
Lilley has more than 20 years’ experience in the Australian and international wine industry, across marketing and commercial roles.
Since joining TWE in 2013, he’s held a number of senior positions including his current role of Managing Director, Treasury Premium Brands.
TWE said Treasury Collective was positioned to become the world’s leading premium wine business — powered by a portfolio of globally recognised brands, innovation, consumer engagement, customer partnerships, and a bold approach to collaboration, all designed to drive category growth.
Priority growth and innovation brands in the division are 19 Crimes, Cali by Snoop, Matua and Squealing Pig, complemented by a portfolio of regional brands such as Pepperjack and Wynns Coonawarra Estate, as well as the commercial brand portfolio including Wolf Blass, Lindeman’s and Yellowglen
Lilley said: “Treasury Collective has a clear focus: to build a powerful portfolio of premium wines and recruit the next generation of consumers into the category across key global markets.
“Global brands like 19 Crimes and Squealing Pig are already disrupting the wine category by engaging consumers in unexpected ways – through partnerships with pop culture icons like Snoop Dogg, and a fresh approach to marketing wine that re-imagines how it’s perceived and consumed.
“We’re cultivating a bright future for our own portfolio, and refreshing the image of wine in some of the world’s largest markets at the same time.”
The announcement follows TWE’s official launch of its enhanced production capability in lower- alcohol, mid-strength, and no-alcohol wines with an $15 million investment in patent-pending technology at its Barossa Valley facility in South Australia.
The new brand identity for Treasury Collective was created by TWE’s in-house creative agency, Splash.
Creative Director Phil van Bruchem said: “With unique insight into key brands across the portfolio, we created a bold new brand that unites the global team with purpose and pride.
“The name, as well as our design approach, acknowledges our proud legacy with a nod to what’s next, reflecting our shared ambition to shape the future of wine.”
TWE gives FY25 update
TWE noted in an ASX annoucement that EBITS for FY25 were expected to be approximately $770 million and that the Treasury Premium Brands’ second-half EBITS performance was “expected to be moderately ahead of guidance”.
TWE downgraded its financial year 2026 earnings before interest and tax expectations for the Penfolds business portfolio and said its Treasury America is expecting “modest” growth amid “economic uncertainty and weaker consumer demand”.
Penfolds’ EBITS growth expectations were revised from “approximately 15%” to “low to mid double-digits”. However, TWE intends to increase spending on the brand in China.
Up to $10 million will be spent on staff and marketing in China for the Penfolds brand and on rebuild its shipment volumes into Asia.
Treasury Americas Luxury portfolio brand DAOU was expected to have net surplus ratio growth that was “below the low double-digit medium-term target in F26”.
Departing CEO Tim Ford said the company had no plans to cut prices to boost Penfolds sales.
“We’re staying the course on pricing structures,” he said. “We certainly believe we’ve got the pricing right. There won’t be any adjustments whatsoever.”
As for the softer expectations for DAOU, Ford remained optimistic.
“We have belief in the business. We have belief in the acquisition,” he said.
First look: TWE’s Sorbet wine range