8 December 2023
Culture Club: Turning a 70-year-old winery into the next luxury brand
The Australian wine industry is one of the world's largest exporters of wine. Australia has exported 625 million litres of wine in 2021 and 2022, and its valued at $2.1 billion. And now one of the world's largest wine companies, Treasury Premium Brands has earmarked Australian heritage winery Wynns Coonawarra Estate to be its next luxury brand.
Kjetil Undhjem, Chief Marketing Officer, Treasury Premium Brands shares how his company plans to turn the 70 year old winery to the next luxury brand.

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