Treasury Wine Estates (TWE) has established a new global premium division named ‘Treasury Collective’ complete with branding and highly experienced leader, Angus Lilley.

This new division is set to officially commence operations on 1 July 2025. Lilley, who has been with TWE since 2013 and brings over 20 years of experience in the wine industry, will lead Treasury Collective, which aims to position itself as “the world’s leading premium wine business” with a focus on innovation, consumer engagement, and customer partnerships.

Priority growth and innovation brands under the Treasury Collective umbrella will include 19 Crimes, Cali by Snoop, Matua, and Squealing Pig. Additionally, the division will encompass regional brands such as Pepperjack and Wynns Coonawarra Estate, alongside commercial brands like Wolf Blass, Lindeman’s, and Yellowglen.

The new brand identity for Treasury Collective was crafted by TWE’s in-house creative agency, Splash. Phil van Bruchem, Creative Director for Splash, stated, “With unique insight into key brands across the portfolio, we created a bold new brand that unites the global team with purpose and pride. The name, as well as our design approach, acknowledges our proud legacy with a nod to what’s next, reflecting our shared ambition to shape the future of wine.”

The news comes after TWE invested $15 million in patent-pending technology at its Barossa Valley facility. This investment is aimed at enhancing production capabilities in the lower-alcohol, mid-strength, and no-alcohol wine categories.

Lilley said 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.

“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,” he said.

The Treasury Collective operating division sits alongside TWE’s Penfolds business, as well as its Americas business. It accounts for 14% of group EBITS, and has a lower 10% margin, according to the latest investor report. In FY24, net sales revenue hit $1.207 billion and first-half HY25 was $591.4m.

Treasury Wine Estates is listed on the Australian Securities Exchange and operates in more than 70 countries. Its global portfolio includes luxury and premium brands such as Penfolds, DAOU Vineyards, 19 Crimes, Pepperjack, Squealing Pig, Wynns, Matua, Beaulieu Vineyard, and Frank Family Vineyards. The company employs approximately 2,600 people globally.

The latest premium play comes just days after TWE agreed to pay $65 million to settle two class actions in the Supreme Court of Victoria for allegedly engaging in misleading and deceptive conduct and breaching its continuous disclosure obligations in the period from 30 June 2018 to 28 January 2020. The class action centred on Treasury’s declining performance in its Americas wine business since at least mid 2018. It followed Treasury’s ASX announcement on 28 January 2020 in which it downgraded its FY20 EBITS growth forecast from an anticipated rate of 15% to 20% to 5% to 10%.

There was a significant market reaction to this announcement, with Treasury’s share price dropping by 25% on 29 January 2020. The class action alleges that Treasury breached its market disclosure obligations and engaged in misleading or deceptive conduct.

Acknowledging conclusion of the action in an ASX release on 24 June, TWE said under the terms of the settlement, it has made no admission of liability. “The settlement was a commercial decision made in the best interests of shareholders to enable TWE to remain focused on executing against its strategy,” the statement read.