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How will 2026 treat Treasury Wine Estates? – CEO Sam Fischer speaks exclusively to Global Drinks Intel

Olly Wehring
Last updated: 11/02/2026 at 1:04 PM
By Olly Wehring
5 January 2026
5 Min Read

‘People want to connect, celebrate and explore: Our job is to make sure we remain relevant to how they live today..’


Sam Fischer

In the first in a series of CEO interviews on Global Drinks Intel this month, we head to Australia as Treasury Wine Estates CEO Sam Fischer shares his thoughts with us on the year just gone and the year ahead.

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In the first in a series of CEO interviews on Global Drinks Intel this month, we head to Australia as Treasury Wine Estates CEO Sam Fischer shares his thoughts with us on the year just gone and the year ahead.How would you sum up 2025 for the alcohol industry?It was a challenging year for alcoholic beverages globally. We’ve seen cautious consumers, pressure on household budgets in many markets and more deliberate drinking, with fewer occasions but higher expectations when people do choose to spend.At the same time, this is an industry that knows how to adapt. Brands that have stayed close to

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TAGGED:Treasury Wine Estates
Olly Wehring
ByOlly Wehring
Olly has been reporting on the beverage industry as a B2B journalist since 2003. He spent 18 years at Just Drinks, 16 of which as managing editor. Since joining Global Drinks Intel in 2022, he's interviewed the CEOs for brand owners including AB InBev, Campari Group, Carlsberg, Heineken and Suntory Global Spirits and has a bulging contacts book from across beverage alcohol worldwide.
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