We are delighted to announce that we are evolving the way we operate the TWE business to create the right platform for our next phase of growth.

We are implementing a new internal operating model from 1 July 2021, which will move us away from a regional model to a brand-led model, organised around three distinct businesses – Penfolds, Treasury Premium Brands and Treasury Americas.

This carefully designed global model will drive separate and increased focus and accountability from our teams and will in turn unlock our long-term growth potential.

Under the new model:

  • Penfolds will focus on becoming a truly global luxury icon by taking a coordinated, global approach to building increased demand for the Penfolds brand in all of our markets and channels
  • Treasury Premium Brands will elevate its focus on delivering consumer centric and innovative premium offerings that meet multiple occasions; and
  • Treasury Americas will focus on leading the premium wine category in the Americas, where we are already seeing the benefits that increased focus brings.

We’re confident creating this greater separate focus on our distinct consumer groups, coupled with increased agility, will also benefit our customers and partners.

Importantly, we remain one company – TWE – with a shared Ambition to be the world’s most admired premium wine company.

We understand you may have questions specific to your business and dealings with us, and we are committed to keeping in regular contact as the details of our new ways or working are established.


If you have any questions in the interim please contact your account manager.


Kind regards,

Tim Ford

Chief Executive Officer