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Treasury Wine Estates will become the new identity for Foster's Group Limited (Foster's) global wine business.
Announcing the new identity, Foster's Managing Director Wine ANZ, David Dearie said:
"Today is a significant day for the brands and people that make up Treasury Wine Estates.
"The new name and business identity reflect the wealth of treasured wine brands including global favourites; Beringer, Matua Valley, Penfolds, Lindemans, Wolf Blass and Rosemount to regional labels such as Coldstream Hills, Devil's Lair and T'Gallant.
"Today's announcement accelerates a cultural change and business transformation that began with the completion of the Wine Strategic Review in February 2009.
"With six of the ten most collected wines in Australia, America's leading premium brand in Beringer Vineyards, and a collection of outstanding international wines, this is a valued business with impeccable credentials.
"Under a new name, we will become the guardians of a cherished wine heritage and build a global stamp of excellence in international wine. From here on, every employee is encouraged to have one foot in the boardroom, one foot in the vineyard and a focus on the global marketplace.
"It takes a special alchemy for a great wine to come into being: an ardent sun, a soft rain and a rich earth. Above all, it requires the attentions of a devoted grape grower and winemaker. It's a delicate balance of science and instinct that yields a truly memorable glass of wine.
"Our business also requires its own sort of alchemy. Only the correct blend of leadership, vision, talent, wise investment, nurturing of assets, dynamic marketing, teamwork and unwavering faith in our product creates excellence. And only then can we look to receive the rewards of customer recognition, profit and a return for shareholders.
"For us our new name signifies that we will now operate as more of a community; every member of the team should have a greater awareness of how this business operates. From today, sales and marketing, finance, winemaking and viticulture will all sit at one table - having the one conversation.
The announcement today does not pre-empt any outcome for our demerger, nor does it represent fundamental change in our business model. It does, however, represent the acceleration of a cultural change for those of us working in the wine business as we return to a dedicated focus on viticulture and winemaking.
About Treasury Wine Estates
Treasury Wine Estates is a unique international premium wine business with a leading international portfolio of new world wines. Managed as four regional businesses in Australia and New Zealand; The Americas; Europe; Middle East& Africa and Asia.
From the establishment of Australia's Penfolds in the mid 1840s to the 1876 founding of Beringer Vineyards, a winemaking legacy has been created. The Treasury Wine Estates portfolio includes iconic brands such as Beringer, Penfolds, Lindemans, Chateau St. Jean, Wolf Blass, Rosemount, Matua Valley, Wynns Coonawarrra Estate and Castello di Gabbiano. These international favourites sit alongside regional champions that include California's Stags' Leap, St Clement and Etude and Australia's Seppelt, Coldstream Hills, and Devil's Lair.
With over 12,000 hectares of vineyards, sales totalling over 35 million cases of wine annually, and revenues of over AU$2 billion Treasury Wine Estates employs over 4,000 winemakers, viticulturists, sales, distribution and support staff across 12 countries.
Our values
Treasury Wine Estates comprises five precious elements; the unique winemaking that comes from the world's oldest soils, a viticulture that carefully guards its heritage, an unmatched selection of wines, a family of internationally renown winemakers and a team of vintrepreneurs who take pride in having one foot in the vineyard and the other in the boardroom as they offer products to millions of wine lovers around the world.
Background Treasury Wine Estates
In March 2010, ANZ Managing Director David Dearie together with a diverse collection of colleagues from across the wine business (winemaking, sales, marketing and viticulture) met in Coonawarra to immerse themselves in a story telling session to flesh out what the wine business means, stands for, is and should be.
The ultimate task was to identify a uniting identity for our business moving forward.
The new name and brand identity reflect the wealth of treasured wine brands including global favourites Beringer, Matua Valley, Penfolds, Lindemans, Wolf Blass and Rosemount to regional labels such as Coldstream Hills, Devil's Lair and T'Gallant.
Treasury Wine Estates is more than a name. Treasury Wine Estates is a living brand. It's an ethos, and an attitude that is as alive as the wines we create. Treasury Wine Estates is anchored by Five Foundational Pillars. It is these characteristics that make us unique in the national and international wine space. They are as follows:
THE SOUL OF OUR PEOPLE
• Wine is at the heart of everything we do. Our people – from the harvesters to the vintners, from our marketers to sellers – love our brands as individual entities.
• We see our work as a vocation, not an occupation.
• We take pride in, and support, the communities that make our wines.
• We're not only the No 1 wine company in Australia at home, we are also powerful exporters. We will help shape the global wine industry.
OUR REVERED BRANDS
• We have spent generations and vast financial resources building an extraordinary repertoire of wine brands that in their sheer collectively are unmatched.
• We understand we're a company of vineyards. It's the sum of these exceptional parts that makes us one of the world's greatest wine companies and elevates our value.
NEW WORLD, OLD EARTH
• We are the people of a robust continent with a soil, sun, history and culture that gives us our own, unmistakable identity.
• We have been entrusted with some of the finest vineyards in Australia and across the world. We are rooted in the old, yet are creators of the new.
• We use cutting edge science and technology to make our wines. We've invented new processes – better ways of harvesting, more sustainable methods of irrigation and more efficient ways of producing. We are in constant evolution.
GUARDIANS OF THE VINES
• We are stewards of a 250-year old wine heritage for future generations.
• We honour and protect tradition and we continue to develop some of the world's newest vines and wines the world over, deepening the legacy and strengthening our industry for the future.
• To maintain a world class wine industry and viticulture, we employ more wine vintrepreneurs than anyone else, we do more research, we are in constant balance with the environment and we invest more – of everything – than anyone else.
• We celebrate the individuality of every vineyard, every winemaker, and we cherish the sovereignty and art of craftsmanship.
WE ARE VINTREPRENEURS
• As vintrepreneurs, we are ambassadors for the new wine world, for our wine industry and for our treasured wines.
• We know our brands because we know the people that make them. We know our customers who offer our brands to millions of wine lovers – because we talk to them. As wine sellers we are connectors. We are agile, responsive, and we are our customers' advocates. We serve every layer of the market with quality wines.
• Our goal is to match the quality of our wines, individually and collectively, with their rightful value. Our business card is every bottle of wine we make.
For more information on the new identity, visit: www.treasurywineestates.com
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