That’s where a DTC site can really offer an invaluable value added, point of difference to a brand owner’s relationship with its end consumer, says Blake. The end-to-end delivery aspect will also be key to how successful it is. 30 June 2019, Next statement date 22 February 2021 Treasury is particularly well placed as it has such a wide range of premium and luxury brands in its portfolio. But with no e-commerce element. But it is interesting to see that both Wolf Blass and Blossom Hill have got consumer websites with similar background and information to each of the wines, providing shoppers with more details about their favourite brands.
The look and feel of the Winery Collection site will also be in keeping with the high net worth consumer it hopes to attract. As with any site it will also be judged on just how well it delivers in terms of ease of use, the customer journey through to payment and delivery. 24 Aug 2005, 18 Feb 1991 - 19 Treasury Wine Estates jobs including salaries, ratings, and reviews, posted by Treasury Wine Estates employees. It could be argued that many of the major household brands – from Heinz to Pepsico – that quickly launched their own DTC sites during lockdown, were acting under the cover of Covid to put in place plans they had wanted to do for some, but had shied away from in in fear of upsetting their traditional retail customers. 18 Feb 1991, 26 Sep 1986 - More details will follow, but Blake says the site has been set up to allow it to offer unique access to its winemakers, and offer the chance to take part in exclusive tastings, dinners and events in the coming months.
“We want to keep it fresh for our consumers,” says Blake. “If you wait two or three months your opportunity has gone.”. “Our challenge is to try and democratise wine more and give our consumers better access to the brands they like. It was able to give customers the choice, on checkout, of whether they wanted to receive a 187ml sampling bottle of Wolf Blass to enjoy with their meal in in parts of London and Manchester.
“It’s the best opportunity to ever try,” was how Jean Philippe Nier, head of e-commerce at Kraft Heinz, described to The Grocer its decision to set up its own DTC site – Heinz to Home. 14 Apr 1998, 07 Oct 1986 -
Over 20,000 samples were sent out. Yes, we could venture out to the shops at limited times, but for the first time a huge swathe of consumers discovered what it was like to become an online shopper. Blake believes now the opportunity has come for brands to develop deeper relationships through DTC then it is potentially good news for the wine sector as a whole as it looks to “connect to a wider group of consumers” and address the fact that wine is losing sales to other drinks categories. Treasury is no exception. “We want to be able to make the full ranges of these wines available to people.”.
Initial support will come through digital advertising, search implementation and then with a targeted social media campaign, assessing what is the most effective as it goes.
Companies House Companies House does not verify the accuracy of the information filed (link opens a new window) Sign in / Register. If you are in certain more remote postcodes of the UK, like the Scottish islands, then you will have to be paying £3,000 to get free delivery or be faced with a £195 delivery charge. Initially the site will act as platform to help promote and talk about a selection of its premium and luxury range including: Penfolds; Wynns; Beringer; Maison de Grand Esprit; Cavaliere d’Oro; and Beaulieu Vineyard.
Treasury Wine Estates has 3,400 employees across 7 locations. Search job openings at Treasury Wine Estates.
It’s why Treasury is supporting the site with a “cross functional team” – including those with direct DTC experience – capable of taking the learnings and understanding them.
It is looking to use its new ‘The Winery Collection’ DTC platform to help promote and give its consumers the chance to really get under the skin of a carefully selection range of its premium and luxury wine brand portfolio.
During lockdown, for example, it was able to team up with the on demand takeaway service, Deliveroo, to run a major sampling camping for Wolf Blass.
That step by step process will continue even when the site goes live as Treasury will take its time over the next six months to slowly introduce it to its consumer base to make sure it can handle the volume of traffic and orders that might come through, says Blake. “We are very proud of them,” he adds. It’s an opportunity for us to do things differently. Price points will be carefully managed to ensure they are not competing with their other suppliers. Like Treasury Wine Estates, which next week pulls back the curtain on its own first venture into DTC in the UK, aimed at promoting its premium and luxury wine brands.
“A rising tide lifts all boats,” explains Blake. The timing is perfect with the acceleration we have seen in e-commerce over the last few months, which has been an acceleration of existing trends.”. 02 Sep 2010, 24 Aug 2005 - Charges for TREASURY WINE ESTATES EMEA LIMITED (02059191) More for TREASURY WINE ESTATES EMEA LIMITED (02059191) Registered office address Regal House, 70 London Road, Twickenham, Middlesex, TW1 3QS . See insights on Treasury Wine Estates including office locations, competitors, revenue, financials, executives, subsidiaries and more at Craft. It has also meant a rethink in terms of how it traditionally has communicated and marketed its brands. “About what they want, what they think of our brands, and what influences them to buy.
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Kantar, the retail analysts, claims there was “more progress” in e-commerce in the first five weeks of lockdown than had been achieved in the previous five years. But he concedes the last few months have raised the stakes even more for brand owners and “forced us to innovate” and “communicate” even more. The majority of wines are currently available in the UK in one channel or another, but this will be an opportunity to bring them together under one roof.
The key for Treasury is to get it up and running and then it can watch how consumers respond. As Blake explains: “The feedback we get from consumers will be the most fascinating and useful aspects of launching this site. So as well as giving wine lovers the chance to buy its premium wines direct for the first time, it will also enable them to enjoy a range of new experiences and opportunities not possible through its traditional routes to market.
We wanted to build something that is unique and reflects the excellence of our brands.”, Your email address will not be published. Particularly at the luxury end of the market. But it is the first for the UK, and also marks arguably the biggest statement of intent of any of the major international brand owners operating in this key, influential market.
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It means they will be able to access highly sought after past vintages and Bins of Penfolds right up to its celebrated Grange wines.
But whilst the majority of these new grocery DTC sites have been for mainstream, everyday items like Heinz Baked Beans and Tomato Ketchup, Treasury Wine Estates is coming at DTC in a very different way, claims European marketing manager, Ben Blake.
More of its premium brands will be added to the site as it evolves and grows. “This is pat of our wider strategy to unlock further growth in our luxury brands.”. The Covid-19 crisis has seen a number of major grocery and FMCG brands launch their own direct to consumer websites in a bid to stay close to their usual customer base who were stuck at home, not willing to venture out, who had switched in their millions to buying their favourite products online. The majority of the brands are currently represented to some degree in the on-trade, with a few exceptions (Penfolds Max’s and Konunga Hill) that are sold through major multiples. Blake is clear that Treasury in no way sees this as a direct competitor to its traditional routes to market.
Treasury Wine Estates’ new UK DTC site – The Winery Collection – hopes to engage with consumers and tell them stories about its wines and premium brands like never before.
Everything we do at TWE is dedicated to realising our vision of becoming the world's most celebrated wine company.
Truth be told most had been planning and proposing setting up their DTC sites for some time. David Gluckman: why Seedlip is the Emperor’s New Clothes, How to invent a non-alcoholic brand: Gluckman on Aqua Libra, Paul Mabray: consumer insights and data are key to wine’s future. Putting the consumer at the heart of everything we do is going to be even more crucial,” he says.
Treasury Wine Estate’s new DTC website for its premium and luxury wine brands formally launches on August 4. Australian wine giant Treasury Wine Estates is working around a lack of experiential marketing opportunities by offering consumers free samples of its Wolf Blass wine … That said this is very much focused on the premium end of the spectrum and Blake insists it has no current plans to go DTC for its big mass volume supermarket brands. “We have had to move our marketing activity to reflect the virtual lives that our consumers are living in.
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