[REVISION HISTORY]

Treasury Wine Estates sale of Seppelt brand

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What changed

2026-09-24 23:13 UTC → 2026-10-19 22:53 UTC · added ~~removed~~

Treasury Wine Estates (TWE) has agreed to sell the historic Seppelt wine brand and its associated assets to a group led by Aaron Drummond, ~~the~~ CEO and co-owner of Victoria-based Stonier Wines. The sale includes the 160-year-old Seppelt winery in Great Western, Victoria, the Drumborg vineyard near Portland, and approximately 740 acres of vineyards ~~located~~ across Victoria and South Australia. ~~The transaction is expected to close next month, subject to relevant conditions.~~ This divestment is part of a broader strategy by TWE to simplify its brand portfolio and reduce its production footprint by disposing of ‘non-core’ assets. TWE aims to achieve $100 million in balance sheet savings following a year-end loss of nearly $650 million. ~~The acquisition~~ As part of its Ascent transformation program, TWE is ~~expected~~ further restructuring its portfolio, aiming to ~~keep the Seppelt~~ reduce its brand count from approximately 75 to 35. This shift prioritizes high-margin luxury brands over mid-tier commercial labels in response to retail trends in Asia. Following a $50 million sale of Rosemount, Ingoldby, and ~~its winemaking operations under Victorian ownership.~~ Secret Stone to AG Oatley Wines, Chairman John Mullen stated the company would not engage in further “fire sales” or sell brands at undervalued prices. Under Chief Executive Sam Fischer, the restructuring includes a goal of $100 million in annual cost savings by fiscal 2029 and involves cutting roughly 170 roles. While managing these transitions, TWE reported a positive start to the fiscal year, driven by growth in the luxury Penfolds division across China and the United States.

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