Jon Sullivan/Wikimedia Commons Australia’s largest wine producer will abandon low-end labels to pivot upmarket. Wine sales volumes have dropped in recent years, with cheaper bottles hit particularly hard: An analyst told the Financial Times that consumers are drinking less but willing to spend more per bottle, while young people’s consumption is down overall. Treasury Wine Estates’ Blossom Hill and Wolf Blass labels — familiar to a generation of college students — now contribute less than 5% of the company’s profit, and it is offloading them without expecting “much in the way of proceeds” from the sale. The Australian wine industry has had a tough few years, as China, its biggest market, introduced tariffs during the COVID-19 pandemic. |