Treasury unveils Branding Road Map

By James Wells at ProWein in Düsseldorf

Treasury Wine Estates has used the ProWein 2011 exhibition to explain its new branding strategy as a dedicated wine company ahead of the proposed demerger from Foster's in coming weeks.

The message from the Treasury Wine Estates executives was that the business was not Foster's with a new logo.

This message was reinforced by the ability for the business to now operate as a company purely focused on wine empahsising the key brands in its portfolio including Annie's Lane, Lindeman's, Matua Valley, Penfolds, Rosemount, Saltram, Wolf Blass and Wynns Coonawarra Estate.

Highlights of the stand include the release of Penfolds Bluestone and Grandfather fortfied wines into the European market, the launch of a new South African wine called Wagon Tree as well as new Beringer wines.

To hear more from Treasury Wine Estates managing director – EMEA, Peter Jackson, click on the video below shot at ProWein 2011.

To hear more from Treasury Wine Estates commercial director and general manager – Continental Europe, Calum Grant-Wood, click on the video below.