Australia’s Treasury Wine Estates (TWE) is selling the Rouge Homme brand after 15 years of ownership.
Rouge Homme is going back to Redman Wines, which was the original owner before the brand was acquired by Lindeman’s in 1965.
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Lindeman’s became part of TWE’s portfolio 2011 when the wine business was spun-off from what was then trading as Australia’s Foster’s Group.
The brand was not distributed internationally while owned by TWE.
Back in the hands of the Redman family, co-owner and fourth-generation winemaker Dan Redman said: “Rouge Homme has a special place in the heart of Coonawarra. Welcoming it back in the 60th year of Redman Wines is especially meaningful – a full-circle moment. The label is synonymous with the Redman family, and we’re proud to take it into the future.”
Coonawarra is a wine region in South Australia synonymous with the Rouge Homme label created by Bill Redman.
Commenting on the change of hands, TWE’s senior viticulturist Ben Harris said: “We’re proud to have been the custodians of Rouge Homme and are delighted that it’s been acquired by the Redman family. With storied brands, unmistakable terroir and exceptional wines, global interest in the Coonawarra region continues to grow, and we look forward to following the next chapter of the Rouge Homme story.”
The transition follows TWE’s announcement last month that the group was shifting to a regional operating model under CEO Sam Fischer.
Fischer revealed in December a “transformation programme” that included a review of products, cost cuts and changes to the company’s “operating model”.
In January, it emerged that former AB Holding CEO Olivier Goudet had become a minority shareholder in TWE.
Goudet, alongside his investment arm Platin, took just over a 5% stake in the publicly listed Daou Vineyards owner.
Between 2012 and 2023, Goudet was managing partner and CEO of investment group JAB Holding Company, the parent of Keurig Dr Pepper, JDE Peet’s and Pret A Manger.
In February, TWE posted a half-year net loss after tax of A$649.4m ($462.8m today) due to an impairment charge on its US business.
In October, the company had also pulled its guidance due to an “uncertain outlook” for Penfolds in and Treasury Americas businesses.
The group is targeting A$100m a year in cost savings over the next three financial years.
