Tim Ford, the chief executive of Treasury Wine Estate, is planning to go premium for the next stage of reshaping and revitalising Australia’s biggest wine group.
Read the full article on The Drinks Business website
NAM Implications:
- Presumably, their less expensive brands provide an entry point that leads to consumption of their luxury offering.
- In which case, new users will presumably come from rivals…
- …rivals that will be unwilling to lose high-margin earners.
- Therefore anticipate some escalation of activity in the wine sector…
