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Exclusive: TWE Launches Treasury Chateau & Estate To Handle Luxury Import Stable

January 15, 2016

Following Treasury Wine Estates’ $600 million deal to acquire most of Diageo’s wine business late last year, SND has learned that TWE will also take on U.S. import rights for a number of prestigious European brands that Diageo formerly handled.

To house this import lineup, effective immediately, TWE has formed Treasury Chateau & Estate, which will be managed by Jonathan Nahrgang, the company’s luxury import export director.

Sandra LeDrew, TWE Americas president, has prior experience with many of Treasury’s new luxury imports, having led Diageo Chateau & Estate as president from 2009-2011. “I’ve had the pleasure of meeting many of the families behind these iconic, luxury brands, and it will be a privilege to represent them in the U.S.,” LeDrew says. “This portfolio will open new doors which we might not have had access to otherwise, giving us the ability to be present in the best accounts in the most important markets.”

Treasury Chateau & Estate will be handling a wealth of upscale French wines, with a Burgundy lineup that includes Domaine Jean Grivot, Domaine Michel Niellon, Domaine de Courcel, Domaine Tollot Beaut, Domaine Pierre Gelin, Domaine Pierre Matrot, Domaines Blain Gagnard and Gagnard Delagrange, Domaines Alain Chavy and Jean Louis Chavy, Domaine Bruno Colin, Domaine Aurelien Verdet, Domaine Anne Gros, Domaine Pierre Damoy, Domaine Robert Vocoret, Vins Auvigue, Domaine Joseph Burrier and Domaines Laurent Cognard and Laurent Mouton. LeDrew called those wines “the strongest lineup of Burgundies in the U.S.”

Also represented in TWE’s French contingent are Chateau de Carles and Chateau Joanin Becot (Bordeaux), Chateau Minuty (Provence) and Domaine Anne Gros et Jean Paul Tollot (Languedoc). Italian wines joining Treasury Chateau & Estate include La Tordera, specializing in estate-bottled Prosecco, and Volpe Pasini, focusing on traditional wines from the Friuli Colli Orientali DOC. From Spain, Toro’s Campo Eliseo and Campo Alegre—which are run as a joint venture between Michel and Dany Rolland and Francois Lurton—are joining the fold.

The addition of the former Diageo-imported wines offers TWE an impressive luxury halo to complement its existing portfolio. It also dovetails with TWE’s ongoing initiative to shift upmarket as U.S. wine consumers continue to trade up. As LeDrew said in an exclusive interview with SND late last year, “Our mission in the U.S. is to reshape the portfolio above $10 and build powerhouse brands in the Luxury ($20+) and Masstige ($10-$20) segments, while still growing our Priority Commercial brands.”

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