How Treasury Wine Estates is rewriting the rule book - Editor's Viewpoint

How Treasury Wine Estates is rewriting the rule book – Editor’s Viewpoint

For years, they said it couldn't be done. In wine, the theory goes, if you're playing a volume game then you can't all of a sudden make the switch to a value-focussed strategy. And, for a long time, they were right: Talk in recent years of getting consumers to trade up their wine choices has fallen on deaf ears. Within the space of just two years, however, Treasury Wine Estates has proved the theory wrong.

For years, they said it couldn’t be done. In wine, the theory goes, if you’re playing a volume game then you can’t all of a sudden make the switch to a value-focussed strategy. And, for a long time, they were right: Talk in recent years of getting consumers to trade up their wine choices has fallen on deaf ears. Within the space of just two years, however, Treasury Wine Estates has proved the theory wrong.

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