Vinarchy is reportedly considering cutting around 40% of the wine brands from its portfolio over the next two years.
According to a report today (25 November) in The Australian Financial Review, CEO Danny Celoni (below) said the business is aiming to reduce its current stable of roughly 160 marks to nearer 100, following the merger of Accolade Wines with Pernod Ricard’s wine operations earlier this year. The CEO indicated the group would redirect investment towards its three largest global brands – Hardys and Jacob’s Creek from Australia and Spain’s Campo Viejo.
The AFR added that Celoni said a review of the “smaller brands” would conclude “soon”, and Vinarchy would likely sell the majority of those deemed “non-core” rather than fold them.
The group is also assessing the introduction of smaller bottle formats to reflect consumers who are drinking less but seeking higher quality, while competition remains fierce in the sub-AUD10 (US$6.50) price tier.
Global Drinks Intel has contacted Vinarchy for further details on the portfolio changes.
Celoni took the wheel at Vinarchy in August, coming from Asahi’s Carlton & United Breweries business in Australia. The following month, the company appointed Amanda Almond as the MD of its operations across Europe, the Middle East and Africa.
