葡萄酒集团Treasury Wine Estates公布财年亏损近11亿美元，同时宣布采取措施遏制Penfolds产品经由东南亚走私进入中国灰色市场的现象。[1]首席执行官Sam Fischer表示，公司为了"保护品牌实力并确保定位完整"，决定"采取强有力行动并减少出货"。[1]
Treasury Wine正在大幅调整业务结构，全球品牌组合从约76个削减至不足30个。[1]Penfolds旗舰品牌收入下降15.2%，公司总销售额下跌12.8%，其中美洲业务销售额下降21.2%。[1]为应对困境，集团制定了成本削减计划，目标到2029年削减1亿美元成本。[1]尽管业绩不佳，Treasury Wine股价在公告后上涨4.4%。[1]
Treasury Wine Estates, the parent company of the iconic Penfolds wine brand, has announced a comprehensive restructuring effort following a near $1.1 billion loss in its financial year [1]. The company is intensifying efforts to combat grey market activity in China, including cutting off smuggled shipments of its Bin 407 product from Southeast Asia, while simultaneously overhauling its global brand portfolio [1]. Chief Executive Sam Fischer stated that the crackdown is essential to safeguard brand positioning and pricing power, explaining that the company would "take strong action and reduce shipments" to preserve the strength of the brand and ensure positioning remains intact [1].
The financial performance reflects significant headwinds across Treasury Wine's operations. Penfolds flagship brand revenue declined 15.2 percent, while total company sales fell 12.8 percent [1]. The Americas region was hit particularly hard, with sales dropping 21.2 percent [1]. In response, Treasury Wine is dramatically consolidating its portfolio, reducing the number of global brands from approximately 76 to fewer than 30 [1]. The company has set a cost-cutting target, aiming to eliminate $100 million in expenses by 2029 [1]. Despite the challenging results, Treasury Wine's stock price rose 4.4 percent following the announcement [1].