TreasuryWine Estates Brings New Name and Approach to Foster’s Wine Business Since first entering the wine industry 14 years ago, Foster’s Group Limited has been carefully assembling what has become one of the world’s great wine businesses. In July of this year, the company announced a new name and brand identity for its wine holdings: Treasury Wine Estates. The name change reflects both the wealth of treasured brands that mark the core of Foster’s wine business as well as another key step toward structuring a separate and dedicated focus on the company’s wine estates. Foster’s is positioned as a global premium-branded drinks company, though it is perhaps best known worldwide as the brewer of Foster’s Lager and other well-known beers. Its Treasury Wine Estates portfolio, however, includes an impressive line-up of popular and highly collected wines from Australia, California, France, Italy and 4
New Zealand. Among the iconic international brands in its stable: Beringer, Penfolds, Lindemans, Chateau St. Jean, Wolf Blass, Rosemount and Castello di Gabbiano. These sit alongside regional champions such as California’s Stag’s Leap, St. Clement and Etude and Australia’s Seppelt, Coldstream Hills and Devil’s Lair. “As Treasury Wine Estates, we will even more effectively harness the essence of great winemaking that underlies our collection of amazing brands,” says AJ Freeman, Strategic Accounts Manager for Treasury Wine Estates. “With six of the 10 most collected wines in Australia, America’s leading premium brand in Beringer Vineyards and a collection of outstanding international wines, we are a business with impeccable credentials.”
A Winemaking Legacy Foster’s acquisition of Australian winemakers Mildara Blass and Rothbury Wines Limited in 1996 marked the beginning of