Vinarchy CEO Danny Celoni has provided more specific details on the company’s review of its brand range, a move that was reported on yesterday (25 November).
In a statement to Global Drinks Intel, Celoni said the group is reassessing a raft of marks that no longer fit its long-term strategy. The comments follow an Australian Financial Review report that the wine giant may consolidate its portfolio to around 100 brands over the next two years.
“We are also rationalising our low-volume, non-core labels that no longer resonate with consumers or align with our growth plans,” Celoni said. “In most cases, these are labels that are no longer trading or in single markets or channels in very small volumes.”
Celoni added that Vinarchy, which comprises the consolidated operations of Accolade Wines and the majority of Pernod Ricard’s former wine assets, is increasing its focus on innovation, particularly around lighter drinking occasions and formats designed to meet changing consumer habits. “We’re ramping up innovation by creating products, formats and experiences that consumers want,” he said.
He noted that the review will be conducted on a “case by case” basis over the coming months, with investment redirected to unspecified brands with the strongest potential. “By reshaping the portfolio and stepping up innovation,” he added, “we can put our effort where it counts and drive long-term category growth across our markets.”
In May, a report out of Australia mooted a return to the negotiating table for the owners of Vinarchy and for Australian Vintage over a possible merger. No concrete proposals have surfaced since.
