In the 2023 National Liquor News Industry Leaders Forum, Treasury Premium Brands reviews the forefront priorities for 2023 and beyond.

Since Treasury Premium Brands (TPB) became a standalone division of Treasury Wine Estates (TWE) in 2021, the business has focused on growing its innovation-led premium and luxury portfolio in key markets, particularly Asia and EMEA, across a number of channels.

Peter Neilson, Managing Director of TPB, said a highlight over the past 12 months has been seeing the consumer appetite for more premium products and experiences continue to grow.

With consumer behaviour and consumption habits evolving, TPB will continue to focus on innovation and development in areas that reflect consumer demand for premiumisation and conscious consumption in the year ahead.

“Our diverse portfolio and winemaking heritage gives us a natural advantage to deliver great tasting premium wine in growing categories such as no alcohol and mid-strength offerings,” Neilson said.

One of the biggest global trends we’re seeing play out in Australia is moderation. The Wolf Blass Zero range, comprising a Brut Cuveé, Sauvignon Blanc, Shiraz and Rosé, has grown distribution rapidly since its October 2021 launch. Further to this, consumers who still want to enjoy a drink with less alcohol have been well catered for with last year’s launch of Squealing Pig mid-strength Brut Cuveé, Pinot Grigio and Rosé.

TPB will continue to leverage its trusted brands to build credibility in this growing category segment with more launches to come.

“We had an incredibly successful year of launches in 2022, especially for Wolf Blass. Our award-winning Wolf Blass Zero range has raised the bar in the no alcohol category, and we’re investing in R&D, new technology and capability to extend our offering in this emerging area,” said Neilson.

“My personal favourite has been the Pride labels we developed for Squealing Pig in collaboration with our TWE Prideemployee resource group, which honour nine LGBTQIA+ community groups. They were created for a handful of venues during last year’s Sydney Gay and Lesbian Mardi Gras, and this year they’re replacing all 750ml Squealing Pig Rosé labels nationally from mid-January to mid-March.”

Sustainability and diversity

One of the most important topics that Neilson believes the wine industry should continue to prioritise both in Australia and globally is sustainability.

“We’re serious about playing our part in a sustainable and low carbon future with a commitment to net zero emissions (scope one and two) by 2030. We’re already making progress towards a range of sustainable packaging and circular economy targets, such as increasing the recycled content of key pack components including cartons, labels, bottle sleeves and glass,” he said.

“But climate change and sustainability are complex areas, and to make a positive change we need more collaboration between the public and private sectors, within and between industries, and across regions.”

Neilson would also like to see the industry continuing to collaborate to shift the dial on inclusion, equity and diversity.

“While many organisations across a range of industries have targets in gender diversity for example, there’s more work to be done in areas of cultural diversity and LGBTQIA+ inclusion,” he continued.

“We know that it makes good business sense for the teams in our organisations to reflect the communities they’re part of, so I’d like to see more effort invested in attracting and celebrating diversity of all kinds – in our corporate office locations as well as in our production teams and regional areas.”

TPB shines at ALIA

TPB had a very successful year at the Australian Liquor Industry Awards (ALIA) in 2022, specifically in the off-premise, with a flurry of award wins and highly commended places for its brands across the wine categories.

“We’re honoured to be recognised for our efforts in off-premise sales this year,” said Neilson.

“There’s so much innovation in the industry, and it was humbling to take home wins and commendations for 19 Crimes, Squealing Pig, Pepperjack, and Penfolds in a high-calibre field of nominees and finalists – congratulations to everyone involved.”

Find more from the 2023 National Liquor News Industry Leaders Forum here.

Article written by Deb Jackson.

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

Leave a comment

Your email address will not be published. Required fields are marked *