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GROWTH BRANDS- SUPPLIER WINE SUPPLIER OF THE OF YEAR THE YEAR
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OUR 2025 WINE SUPPLIER OF THE YEAR:
TREASURY WINE ESTATES by KRYSTINA SKIBO
The global wine industry currently faces a mix of significant challenges and opportunities, leading to a complex and somewhat difficult economic climate. While the industry is not in complete freefall, it is grappling with several headwinds that have led to a decline in overall wine consumption in many key markets.
SipSource data shares this concern, stating earlier in 2025 that the wine category continues to struggle, with persistent volume and revenue declines raising concerns about the category’ s long-term trajectory.
Despite this dispiriting outlook, certain wine companies and vineyards have found ways to thrive, offering consumers unique experiences and flavors to keep them interested in wine.
Treasury Wine Estates, for example, has captured palates across the country through some of its wine brands. With the rising trend in low- or no-alcohol beverages, lower-ABV Matua Lighter has skyrocketed in popularity, winning a Rising Star award from the Beverage Information Group’ s 2025 Growth Brands Awards.
Similarly, in 2023, Matua Lighter also won a Rising Star award, showcasing the brand’ s choice of wine for consumers across the country.
All these awards have led to Treasury Wine Estates earning the title of Beverage Information Group’ s 2025 Wine Supplier of the Year.
TREASURY WINE ESTATES’ GROWTH STRATEGIES
Available in over 70 countries, Treasury Wine Estates is one of the world ' s largest wine companies, and has undergone a significant strategic transformation over the past few years, moving away from a broad portfolio to a more focused, luxury-led business model.
" Treasury Wine Estates’ focus on premiumization, luxury offerings and engaging the evolving consumer positioned us for success," explains Neb Lukic, president, sales and marketing, Treasury Americas. " At Treasury Americas, we completed
Neb Lukic, president, sales and marketing, Treasury Americas
our transition to a luxury-focused, estate-led portfolio this year, reinforcing our position as the number-one luxury wine supplier in the U. S. Premium and ultra-premium tiers have remained resilient, supporting strong performance across our luxury brands. DAOU Discovery is the top cabernet sauvignon in the U. S. priced above $ 20, and Frank Family Vineyards is the number-two super-luxury chardonnay."
THE PREMIUMIZATION STRATEGY
Treasury Wine Estates’ growth has been largely driven by a clear strategy of premiumization, focusing on higher-priced, luxury wines. TipRanks data explains that this has been a key factor in their financial performance, as these segments
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