Australia-headquartered global wine producer Treasury Wine Estates (TWE) has won five awards in four categories in the 2024 Just Drinks Excellence Awards for its commitment to sustainability, strategic acquisitions, social investments, and innovation.
The Just Drinks Excellence Awards celebrate the greatest achievements and innovations in the industry. Powered by the business intelligence of GlobalData, the programme provides a platform to recognise the people and companies that are driving change in the industry.
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Commitment to sustainable viticulture
TWE has won the Environmental excellence award in recognition of the significant increase in regionally-relevant sustainably certified fruit sourcing and near-universal site certification.
In the past two years, the company has made remarkable progress in sustainability initiatives across its global operations. It has supported its grower network to achieve sustainability certification, with almost 90% of fruit sourced from Australian growers now certified by Sustainable Winegrowing Australia. This shift underscores TWE’s proactive approach to environmental stewardship and how it works across its agricultural community.
In the 2023 fiscal year, TWE has maintained certification across 99.3% of its owned and leased sites globally. The near-perfect scorecard highlights TWE’s consistent application of sustainable practices across its international portfolio in a range of measures that reflect its integrated approach.
The company’s efforts extend beyond its own vineyards, and in Australia it has played a pivotal role in promoting Sustainable Winegrowing Australia (SWA) certification among its network of growers – as well as supporting growers with pathways to achieve certification. TWE’s leadership and support have been instrumental in raising awareness and facilitating the adoption of sustainability certifications, which has been recognised by the South Australian Wine Industry Association.
TWE’s active participation in the Sustainable Wine Roundtable as a founding member further demonstrates its leadership in the global wine industry’s sustainability efforts. The company is at the forefront of developing a Global Reference Framework, which aims to standardise sustainability certifications, making them more accessible and understandable to consumers worldwide.
Business expansion: Strategic growth through luxury acquisitions
The $900m strategic acquisition of DAOU Vineyards by Treasury Wine Estates is a significant move that has earned the company a Business Expansion award, highlighting TWE’s astute approach to growth within the luxury wine market. The acquisition complements the 2021 acquisition of the Napa Valley’s luxury chardonnay producer, Frank Family Vineyards. The DAOU purchase propels TWE’s presence in the luxury segment and also enriches its portfolio with DAOU’s award-winning Cabernet Sauvignon-based PATRIMONY wines and luxury experiences.
The integration of DAOU accelerates TWE’s premium and luxury portfolio growth strategy in the US and globally, reinforcing its position as a leader in the world of luxury wine. DAOU’s unique consumer profile and benchmark-setting experiences are poised to complement TWE’s existing suite of award-winning brands that include Penfolds, 19 Crimes, Pepperjack, Wynns, and Squealing Pig, driving forward the company’s vision to become the world’s most admired premium wine company.
The synergy between TWE and DAOU Vineyards is rooted in a shared commitment to innovation, quality, and crafting unforgettable experiences. DAOU’s ascent as the fastest-growing luxury wine brand in the US is a testament to its culture-led strategy and the creation of a lifestyle that resonates with wine enthusiasts, particularly the younger demographic.
TWE’s recognition of DAOU’s potential and the alignment of their values underscore the strategic nature of this acquisition. By bringing DAOU into its fold, TWE is set to enhance its American luxury wine portfolio, which includes iconic local brands such as Beringer Vineyards, Beaulieu Vineyard, and Stags’ Leap Winery. The acquisition is set to amplify DAOU’s strong consumer connection on the global stage, leveraging TWE’s international reach and luxury credentials to create a legacy that resonates with a new generation of wine lovers.
Social excellence: Investing in community and innovation
The Social excellence award is for the launch of the Penfolds Evermore Grant Program. The initiative by the TWE-owned brand pledges A$1m ($648,910) over five years to fund projects that are visionary and innovative, contributing positively to community and culture. The programme’s name is a nod to the Penfolds approach to merging science, art and innovation since its beginnings in South Australia’s Magill in 1844. The catchcry ‘1844 to Evermore’ creates a thread linking luxury icon’s famed history, while looking to the future.
The programme’s focus on ‘food’, ‘winemaking/viticulture’, and ‘creative arts’ aligns with the brand’s core values and its dedication to enriching the communities it serves. By inviting applicants to apply for a share of A$200,000 to support bold and innovative projects, the initiative is actively contributing to the development of a thriving community and culture. Evermore reflects the brand’s aspiration to leave a lasting, positive impact on the places, communities and people connected to Penfolds.
As Penfolds approaches its 180th anniversary in 2024, the Evermore platform represents an ambition to honour the brand’s storied past, while crafting a legacy with a positive impact for the future. The programme’s strategic priorities -community and culture, future winemaking, and towards sustainability – form part of TWE’s broader approach to sustainability and social responsibility, ensuring that its impact is felt both within the wine industry and the broader global community.
Innovation in wines: Leading the way in moderation and sustainability
Treasury Wine Estates’ forward-thinking approach to winemaking has been recognised with an Innovation award, particularly for its development of the Pepperjack mid-strength Shiraz. The innovative product is a response to the evolving consumer trends towards moderation and sustainability, addressing moderation in wine consumption globally by offering a mid-strength alternative that does not compromise on flavour.
TWE’s ongoing investment in the no and low alcohol category is a strategic move that aligns with the consumer shift towards ‘premiumisation’ and health-conscious choices by consumers who are increasingly aware of trends in wellness. By launching Pepperjack mid-strength, TWE is leading the market in offering consumers a responsible way to enjoy wine, with the added benefit of a lighter alcohol option that still delivers the full-bodied taste and quality expected from a premium Shiraz.
The creation of Pepperjack mid-strength Shiraz is a perfect marriage of traditional winemaking artistry and modern de-alcoholisation technology. Crafted by winemaker Richard Mattner, the mid-strength Shiraz, with about half the alcohol content of the original, demonstrates TWE’s ability to innovate within the wine industry, leveraging its premium winemaking credentials to lead in a growing segment.
TWE’s commitment to research and development, including collaborations with organisations such as the Australian Wine Research Institute, positions the company at the forefront of this emerging market, offering wine lovers more choice while still enjoying great flavour and mouthfeel.
Enhancing vineyard management with drone technology
TWE’s innovative use of technology for real-time disease monitoring and modelling as part of its broader approach to implementing electric and autonomous equipment in vineyards has garnered an award for Innovation in Drones.
The company’s approach to pesticide use and management strikes a balance between protecting the health of people and the planet, while ensuring high-quality fruit continues to be a critical input to award-winning wines in its global brand portfolio. The experimental use of drones in tandem with other techniques for integrated pest management allows for more effective control measures, improving efficiency and contributing to a reduction in the environmental impact of traditional pesticide use, aligning with TWE’s broader sustainability strategy.
“We’re proud of our progress in cultivating a brighter future across our global operations, communities and planet. As an agricultural business at heart, we take our responsibility to care for land and water seriously, and we recognise our leadership role in the broader drinks industry and business community in the regions where we operate. Having our efforts in both Treasury Wine Estates and Penfolds recognised across a number of categories in the Just Drinks Excellence Awards this year is a testament to the work of our talented teams around the globe who are on the front line of adapting to a changing environment and industry.”
– Michael Parks, Global Director of Sustainability, Treasury Wine Estates
Company Profile
Headquartered in Melbourne, Victoria, Treasury Wine Estates (TWE) is a premium-focused, global leader in wine with strong positions in key global markets, supported by an unrivalled global footprint, business model, award-winning brand portfolio and a talented global team of approximately 2,500 people.
With over 11,300 hectares of vineyards, TWE is an end-to-end global wine business that combines world-class winemaking with world-class brand marketing. The company’s vineyards and winemaking facilities are located in the world’s best wine regions, including the Barossa Valley in Australia, the Napa Valley in the USA, Marlborough in New Zealand, Bordeaux in France, and Tuscany in Italy. TWE also sources grapes from growers and bulk wine partners, focusing on premium and quality grapes to produce premium still and sparkling wines for priority markets.
TWE’s portfolio includes more than 70 wine brands that are loved by consumers around the world, such as Penfolds, DAOU, Beringer, Pepperjack, Wolf Blass, Stags’ Leap, Squealing Pig, Beaulieu Vineyard, Lindeman’s, Sterling Vineyards, 19 Crimes, and Wynns Coonawarra Estate. The company’s talented winemaking teams use traditional and modern winemaking techniques, as well as innovative practices, to create premium wines that are sustainably grown, made, and packaged.
Contact Details
Level 8, 161 Collins Street,
Melbourne, Victoria, 3000,
Australia
Ph: +61 3 8533 3000
Email: corporate.communications@tweglobal.com
Website: https://www.tweglobal.com
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