Treasury Wine Estates (TWE) has unveiled its vision to become the world’s most desirable luxury wine company with ‘Treasury Collective’ as the name of its global premium brands division, which will commence operations on Tuesday, 1 July 2025.
In a market update TWE said its luxury-led focus has delivered EBITS growth and strengthened key metrics with luxury wine remaining in growth across the majority of TWE’s markets.
The Treasury Collective will bring together all TWE luxury brands from around the world and will come under the leadership of Angus Lilley, who is currently the Managing Director of Treasury Premium Brands.
Lilley said the new global luxury division represents the next chapter in TWE’s premium portfolio.
“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,” Lilley said.
“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.”
TWE said the priority growth and innovation brands in the division are 19 Crimes, Cali by Snoop, Matua, and Squealing Pig. These brands will be complemented by a portfolio of regional brands including Pepperjack and Wynns Coonawarra Estate, as well as the commercial brand portfolio including Wolf Blass, Lindeman’s and Yellowglen.
Looking ahead said TWE said its luxury expectations for the 2026 financial year include NSR growth will be driven by increased availability for the Bin & Icon portfolio from the 2024 Australian vintage, with sell-through to be weighted to the second half. The company also said it is targeting continued positive momentum throughout a number of markets in Asia, including China, where demand remains strong.
The announcement follows TWE’s official launch of its enhanced production capability in lower alcohol, mid-strength, and no-alcohol wines with an $15m investment in patent-pending technology at its Barossa Valley facility in South Australia.
