In a move set to reshape the premium wine landscape globally, Treasury Wine Estates (TWE) has officially announced the formation of its new global premium brands division under the name Treasury Collective.
The new division will begin operations on 1 July 2025, unifying TWE’s premium and luxury wine brands under one identity and strategic direction.
The launch of Treasury Collective represents a milestone in TWE’s long-term transformation into a luxury portfolio-led business model. It brings together some of the most recognized and disruptive names in the global wine market — from 19 Crimes and Cali by Snoop to Matua, Squealing Pig, and iconic regional brands like Pepperjack and Wynns Coonawarra Estate. These are supported by commercial stalwarts such as Wolf Blass, Lindeman’s, and Yellowglen.
The new division will be led by Angus Lilley, a seasoned executive with over two decades of experience in the Australian and global wine industries. Lilley, who has been with TWE since 2013 and most recently served as Managing Director of Treasury Premium Brands, emphasized the role of Treasury Collective in redefining how premium wine engages with consumers. “Our goal is to recruit the next generation of wine drinkers,” said Lilley, “by leveraging innovation, culture, and creativity to make wine more accessible, relevant, and exciting.”
TWE envisions Treasury Collective as the world’s leading premium wine business, built on pillars of innovation, bold marketing, and close customer partnerships. The division will focus on disrupting traditional wine norms and growing category relevance in key global markets, particularly through digital and experiential consumer touchpoints. Standout campaigns like the award-winning “Squealing Pig Summer of Love” underscore the brand’s ambition to refresh the image of wine and draw in new audiences through engaging, culturally relevant storytelling.
Coinciding with this announcement, TWE also revealed a significant AUD 15 million investment into its Barossa Valley facility, bolstering its capacity for producing lower-alcohol, mid-strength, and no-alcohol wines. This investment includes patent-pending technology, underscoring the company’s strategic commitment to diversification, health-conscious trends, and the future of sustainable wine consumption.
The brand identity and design for Treasury Collective was developed by TWE’s award-winning in-house agency Splash, known for its innovative creative strategies and recipient of several accolades, including the 2023 In-House Agency Council’s Best Creative Work Award. Creative Director Phil van Bruchem described the branding approach as one that “honors the company’s legacy while boldly looking forward, capturing the shared ambition to shape the future of wine.”
With this strategic realignment, Treasury Wine Estates is sending a clear message to the global wine industry: premiumization is not only the future—it’s now. Treasury Collective is positioned to lead that charge, driving growth not only through heritage and quality but through relevance, innovation, and cultural resonance.
Source: TWE