Your Australia-UK FTA | Treasury Wine Estates

In partnership with the Australian High Commission in the UK, the Chamber is delighted to showcase businesses from across our Membership who stand to benefit from a Australia-UK Free Trade Agreement. In this case study, we hear from one of our Chartered Members, Treasury Wine Estates, on how the FTA could help the UK access more Australian wine at competitive prices and support Aussie wine growers and producers to increase their growth.

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Founded in 2011, Treasury Wine Estates (TWE) is one of the world’s largest wine companies, listed on the Australian Securities Exchange (ASX). TWE has a rich heritage and a portfolio of some of the most recognized and awarded wine brands in the world, including Penfolds, Beaulieu Vineyard, Wolf Blass and 19 Crimes. Globally TWE currently employs approximately 3,400 winemakers, viticulturists, sales, marketing, distribution and support staff across the globe, selling wine to more than 100 countries.

TWE’s European HQ is based in the United Kingdom at Twickenham, with more than 90 people either working from there or remotely across the UK. The UK is one of the largest export markets for Australian wine and TWE sells Australian brands to all key off-trade retailers across the UK as well as the hospitality sector.

Looking ahead, TWE sees growing opportunity in the UK to build sales and popularity of Australian wines particularly in relation to their luxury portfolio. Michelle Brampton, Managing Director EMEA says:

“Opportunities for growth are varied and exciting. Australian winemakers are some of the most respected and innovative in the world and they can deliver wines that will interest and excite consumers and customers alike.”

Michelle Brampton, Managing Director EMEA
Photo Credit: Treasury Wine Estates

TWE hopes the Australia-United Kingdom Free Trade Agreement will create opportunities for Australian imports to compete and innovate more effectively in the UK. As Michelle remarks ‘the removal of tariffs would help make Australian imports more competitive in the UK and redress the balance with many other New World wine producing regions that do not pay such tariffs.’

Equally, Michelle sees the opportunity for the FTA to guarantee existing market access into the future and to promote the mutual recognition of Australian and UK wine standards, supporting product innovation for TWE: “We will continue to lead the way in innovation, through wines like our 19 Crimes range;  digitally, through our Living Wine Labels app (which has had 3 million downloads worldwide) and new products that blur category lines, like Blossom Hill Gin Fizz and 19 Crimes ‘The Uprising’.”

Case study produced in partnership with with the Australia-UK Chamber of Commerce and the Australian High Commission in the UK.

Click here to view all case studies and more information on the FTA.