Foster's renames wine division as Treasury
Published:  21 July, 2010

Australian drinks group Foster’s has rebranded its global wine business as Treasury Wine Estates.

The name change will be adopted by the UK-based European arm Foster’s EMEA as Treasury Wine Estates EMEA.

The business combines 12,000 hectares of vineyards, 20 wineries and 50 wine brands representing Australia, California, France, Italy and New Zealand. It has 4,000 employees.

Foster’s chief executive Ian Johnston said: “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, wine making and the marketing and sale of one of the world’s most outstanding portfolios.”

Treasury brands include Lindemans, Wolf Blass, Rosemount and Penfolds.




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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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