Treasury Wine Estates (TWE) will transition to a new regional operating model as it continues its global transformation programme, TWE Ascent.
According to the wine company, the new operating model will strengthen efficiency across four main regions: the Americas; Australia and New Zealand and Europe; Greater China; and Emerging Markets.
Coming into effect on 1 October, each region is set to house its own front-end commercial capabilities across sales, marketing, direct-to-consumer and commercial strategy, all of which will be supported by group functions.
TWE said that the new model is expected to drive clearer accountability in each market, enable faster decision-making and increase the effectiveness of in-market execution.
The group added that the process will also streamline structure and remove duplication, delivering an improved cost of doing business. This is set to be aided by simplification through automation and technology.
At the same time, a realigned executive leadership team has been announced, put in place to ensure a smooth transition.
Reporting to CEO Sam Fischer, Tom King is set to assume the role of COO. Moving from his current position as MD at Penfolds, King will lead regional sales, marketing, direct-to-consumer and commercial strategy activities across Australia and New Zealand and Europe, alongside Greater China and Emerging Markets.
Reporting to King, Angus Lilley is set to oversee Australia and New Zealand and Europe. Meanwhile, Jack Wu will focus on the Greater China region.
Elsewhere, Kristy Keyte, who is currently chief marketing officer at Penfolds, will assume the new position of chief marketing and innovation officer.
Ben Dollard, currently the president for Treasury Americas, will lead TWE’s Americas region, with accountability for sales, marketing, direct-to-consumer and commercial strategy activities.
Finally, Kerrin Petty will remain chief supply and sustainability officer, with an expanded global remit.
According to TWE, further details related to the plans and targets are set to be provided at the company’s investor day on 4 June 2026.
On the changes, Fischer said: “We are reshaping TWE to drive clearer accountability for performance and to enable faster, more market-connected decision-making as a foundation for consistent depletions growth.
“Combining the deep local insight of our in-market teams with the scale and expertise of our global functions will step change in-market execution, whilst retaining our enhanced focus on Penfolds and other priority luxury brands.”
