Treasury Wine Estates sells Rosemount brands to Oatley family

Treasury Wine Estates (TWE) has announced the sale of the Rosemount, Ingoldby, and Secret Stone brands to A. G. Oatley Wines. This transaction returns the Rosemount brand to its founding family, which originally sold the company to Southcorp in 2001.

The sale is part of TWE’s broader transformation strategy to condense its portfolio from 76 brands down to 30 priority brands. TWE intends to focus resources on its “Power” brands, such as Penfolds, DAOU, and Matua, as well as its “Regional Heroes” portfolio.

In conjunction with this restructuring, TWE is cutting approximately 170 roles, primarily within its corporate functions, as it shifts to a new operating model. These changes follow significant financial challenges, including a near-$650 million loss in the first half of the 2026 fiscal year and write-downs exceeding $1.2 billion related to winding back US operations. While reducing corporate staff, TWE noted it is recruiting for new roles in commercial teams across Australia, New Zealand, China, and other emerging markets to support its priority brands.