Announcing the new identity, Foster’s CEO Ian Johnston said: “Today is a significant day for the brands and people that make up Treasury Wine Estates. Since the acquisition of Mildara Blass and Rothbury Wines Limited in 1996, Beringer Wine Estates in 2001 and Southcorp Limited in 2005, we’ve assembled one of the world’s great wine businesses.
“The creation of Treasury Wine Estates marks the next natural step in that journey, accelerating a cultural change and business transformation that began with the completion of the ‘Wine Strategic Review’ in February 2009.
“With six of the 10 most collected wines in Australia, America’s leading premium brand in Beringer Vineyards, and a collection of outstanding international wines, this is a business with impeccable credentials. The new name and brand identity reflect the wealth of treasured wine brands that mark the core of this business.
“The announcement today doesn’t pre-empt any outcome for our de-merger, 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.”
Source: Foster’s Group
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