Treasury Wine Estates (TWE) is increasing investment in its Australian sales team to drive growth in its priority brands.

The company is adding 19 new Australian sales roles, including nearly doubling its national Business Development Executive team, as part of its focus on strengthening customer relationships and execution in market.

The expanded team will increase TWE’s presence across independent retail and on-premise channels, with more salespeople visiting venues, supporting customers and helping drive sales of its priority brands in Australia – Penfolds, Matua, Pepperjack, Squealing Pig, Wynns, and Coldstream Hills.

The announcement follows TWE revealing last month that the Penfolds portfolio had outperformed in independent retail during the first quarter of FY27.

CEO Sam Fischer told analysts: “Improving performance in our home market is a priority, and we’ve made a positive start in the quarter.”

TWE said the new structure will also make the company simpler for customers to work with, providing customers with clearer points of contact, less duplication and more coordinated support across its portfolio.

The investment includes a dedicated fine wine specialist for on-premise customers in Victoria, focused on supporting TWE’s luxury wine portfolio in high-end restaurants.

Managing Director ANZ and Europe Angus Lilley said: “The Australian market has always been at the heart of our business, and strengthening our relationships with customers is central to our growth ambitions.

“As part of our transformation, we’re making deliberate choices about where we invest, and that includes putting more salespeople on the ground to work directly with customers.

“This means more time in stores and venues, particularly across the independent and on-premise network, so we can better understand what customers need, help them grow their businesses, and build stronger sales for our priority brands.”