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Treasury Wine Estates releases 'gem' of a collection

Business

Treasury Wine Estates hopes its affectionately branded “regional gems” will add sparkle to sales.

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TWE has announced the second stage of its global push to get more out its brands.

First came the 15 global priority brands announced last year, including Penfolds, Wolf Blass, Lindeman’s and Rosemount from Australia; Beringer, Chateau St Jean and Stag’s Leap from the US; and Matua from New Zealand.

Now, come nine Australian regional gems: Baileys of Glenrowan, Coldstream Hills, Seppelt, T’Gallant, and St Huberts from Victoria; Heemskerk from Tasmania; Saltram and Leo Buring from South Australia; and Devil’s Lair from Western Australia.

As with its global priority brands, TWE wants to maximise the potential of the chosen regional wines.

It hopes to capture consumer interest by telling the history and stories behind the wines and giving them a greater marketing push.

TWE’s managing director of operations in Australia and New Zealand, Angus McPherson, says the regional wines are among Australia’s most iconic and historic brands.

“The gem brands are smaller in scale than the global priority brands,” McPherson told AAP.

“They are brands we believe that we can grow globally. Our target is to get 50 per cent of sales outside of Australia.

“Consumers around the world want brands with authentic stories, from regions, and quality.”

For example, Saltram in South Australia’s Barossa Valley is one of Australia’s oldest wineries, founded in 1859.

Saltram has had only nine chief winemakers in 150 years, and eight of them have lived in the historic Mamre Brook House.

Every Saltram wine is sourced from the Barossa Valley.

McPherson said the gem brands were premium and luxury wines from renowned wine-making regions such as the Yarra Valley in Victoria, the Barossa Valley in South Australia and Margaret River in Western Australia.

All of the brands had an impressive history of awards from wine judges around the world.

The prices of the wines range from $20 per bottle to well over $100.

TWE will have a dedicated team to focus on the regional gems push.

It also has lifted the Australian vintage intake for the brands by about 40 per cent this year to help realise their potential.

AAP

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