Wine Fast Track Brands

Track Brands price points,” which has led to a decline in its premium and commercial portfolios. This decline underscores the necessity of its strategic shift towards luxury wines.

Treasury Wine Estates has not simply grown over the past few years; it has strategically transformed. By divesting from struggling commercial brands and aggressively investing in premium and luxury labels through acquisitions and market expansion, the supplier has successfully positioned itself to navigate the challenges of the modern wine industry and capitalize on the consumer trend of " drinking less but better." This is particuarly relevant with younger consumers. " Our consumer insights team gathers and analyzes insights, which we use to develop effective strategies and tactics that resonate with each consumer group. For Gen Z and Millennials, we’ ve observed two key themes: a desire for authenticity and premium quality— and we build to those needs," says Lukic.

" We prioritize digital storytelling, DTC and e-commerce, and disciplined innovation that brings estate character to new formats and occasions," he adds. " Beaulieu Vineyard’ s ' BV Was There ' campaign, for example, blended a century of heritage with contemporary culture— vinyl, music and classic bar moments— to meet Millennials where they are, while reinforcing BV’ s luxury credentials."

Meeting consumers where they are, and matching their passions and values, has never been more important.

" While all our estate-led brands engage distinct audiences, DAOU and Frank Family Vineyards led through culturally relevant, purpose-driven partnerships that translate storytelling into experiences," Lukic says. " In April, we launched ' DAOU on the Green ', an exclusive partnership with LIV Golf that takes the vineyard experience to the course— meeting consumers in an unexpected setting and deepening loyalty."

Elsewhere, " Frank Family continues to turn passion into impact through Frank for a Cause," he adds. " As a Certified Cleanup Partner with 4ocean, the winery is helping remove 50,000 pounds of plastic and trash from oceans, rivers, and coastlines— connecting consumers to a mission they value."

WHAT ' S NEXT?

Looking ahead, the company plans on doubling down on what differentiates Treasury in luxury: immersive experiences, culturally relevant partnerships and insights-led innovation, all underpinned by sustainability.

" At Beaulieu Vineyard, a comprehensive estate renovation is underway to honor

125 years of heritage and elevate hospitality," Lukic says. " Set for completion in spring 2026, the project restores the original 1880s stone structures and adds an open-air tasting courtyard, a club lounge, and a wine library— built with repurposed and sustainable materials, solar power, EV parking and an all-electric kitchen."

" We’ ll continue to meet consumers where they are through best-inclass experiential programs," he adds. " DAOU’ s partnership with LIV Golf is building awareness and loyalty, and we’ ll extend that playbook as DAOU serves as Official Wine and Global Supplier for the Laver Cup in San Francisco in September— activating at scale with our distributor partners to deliver flawless retail and on-premise execution."

" Etude anchors our sustainability agenda," he continues, " preserving two-thirds of Grace Benoist Ranch as wetlands and woodlands, cultivating native, water-wise habitat with the Xerces Society and farming regeneratively with precision irrigation and recycled water. Across Treasury Americas, all wineries have run on 100 % renewable electricity since 2023, and Treasury Americas received the 2023 California Green Medal Award— with Etude as a blueprint." • www. beveragewholesaler. com Fall 2025 • Bevearge Wholesaler 19