Wednesday, 26 November, 2025
Financial Review, Simon Evans
The country’s second-largest wine business is considering culling about 60 brands from its portfolio over the next two years and shifting to smaller bottles to appeal to customers who are more selective and drinking less.
Danny Celoni, the new chief executive of Vinarchy, said the company had too many brands and neede to invest more in its three most high-profile labels with global reach: Hardys, Jacob’s Creek and Campo Viejo.
“We probably see a journey to around 100 brands at this stage,” he said.
Vinarchy, owned by a Bain Capital-led consortium, had annual revenues of about $1.5 billion and 160 brands when Accolade Wines merged with Pernod Ricard’s wine business and was rebranded earlier this year.
Celoni, the former Carlton & United Breweries chief executive who was hired in May, said there were still opportunities for growth despite global wine consumption falling slowly. He said there was tough competition in the under $10 per bottle market, where there was heavy discounting.
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