Foster's wine gets an image makeover

Foster's wine gets an image makeover

Demerged Fosters wine gets an image makeover

FOSTER’S Group has announced that its soon-to-be demerged international wine business will be renamed Treasury Wine Estates, creating a new corporate identity for its 12,000 hectares of vineyards, 20 wineries and portfolio of 50 wine brands.

When the split from the beer division is forged next year, the newly named company will produce and sell wines from Australia, California, France, Italy and New Zealand, with 4000 global employees and an independent stand-alone board and management.

Announcing the new identity and logo yesterday, Foster’s chief executive Ian Johnston said: ”Today is a significant day for the brands and people that make up Treasury Wine Estates. Since the acquisition of Mildara Blass and Rothbury Wines Limited in 1996, Beringer Wine Estates in 2001 and Southcorp Limited in 2005, we’ve assembled one of the world’s great wine businesses.”

It is expected that present wine boss David Dearie will lead Treasury Wine once it splits off.

”With six of the 10 most collected wines in Australia … this is a valued business with impeccable credentials,” Mr Dearie said.

Story by: Eli Greenblat

Published in: Herald Sun  July 22, 2010

The ImageMaker
The ImageMaker
The ImageMaker is a blog that provides short, succinct articles reviewing the key editorial, commentary and opinion pieces in the major international news outlets each week with specialised commentary from an image / brand management and entrepreneurship perspective. Our coverage ranges from front-page news, to Business, Economy, Tech & Science, Life & Culture and anything else that we see fit to comment on. The ImageMaker is also a place for dialogue - we feel that news services today should be interactive and should involve readers. That’s why we offer a prominent space on every page for our regular readers, for up-and-coming players in politics, business, sport or entertainment, and for people who find themselves in interesting places at interesting times, to share their views. Stay informed, and save time.
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