The behaviour of wine drinkers is evolving in favour of fewer tipples, but with a focus on top-tier varieties, one of Australia's premium wine producers says.
Treasury Wine Estates, which owns the globally recognised luxury Penfolds brand, now plans to focus a good chunk of its resources on its top 10 "power brands".
This segment, which includes Penfolds, Daou and Matua, already contributes 72 per cent of gross profit on 25 per cent of the stock exchange-listed company's wine volume.
"Our power brands will represent the largest growth opportunities," chief executive Sam Fischer told investors at a strategy day on Thursday.
"These are scalable brands with the ability to win across multiple markets.
"Collectively, they will receive disproportionate investment and organisational focus to support our growth ambition."
