Unearthing the TWE global purpose & vision to drive alignment and growth.

Working closely with the Treasury Wine Estates (TWE) Executive team, Brand Council developed the TWE purpose, vision, and corporate reputation strategy to set TWE on its purpose-led growth trajectory.

Unpacking the TWE brand strategy case study, there is much to be learnt about uncovering purpose and creating in-depth engagement with stakeholders.

The challenge was to unearth the Treasury Wine Estates’ purpose from within - connecting all global divisions and brands.

Treasure Wine Estate leadership knew that to maximise their potential they needed clarity of their purpose and expert support to help put it into practice (PPiP). The purpose was to be a critical component of the new ‘Game plan’ so it was essential that it was done right.

Initial desk research and global trends review uncovered TWE’s unique culture. AS the TWE strategy advisory firm we wanted to leverage this culture and ensure the purpose was ‘unearthed’ from within the organisation.

It was an ambitious approach given tight timing (six months from start to launch) but we knew genuine stakeholder engagement would be paramount to drive an authentic and impactful outcome.

Utilising our proprietary diagnostic research tools and purpose workshops, we unearthed TWE’s purpose.

The approach, and subsequent strategy, reflected and respected a range of cultures, roles, languages, and backgrounds.

Genuine engagement to ensure authenticity and spark global pride and ambition.

We held multiple in-person workshops with TWE people globally in their local languages to ensure rich engagement and deeper insights.

In-depth one-on-one interviews were conducted with the ELT, external stakeholders, and the TWE Board, plus follow-up workshop sessions with the ELT and Global Leadership Group (GLG). This in-depth engagement proved impactful not only for development of the purpose, but for the ELT and board to refine and agree the enterprise vision and strategy.

The purpose - Boldly Cultivating.
At TWE we are boldly cultivating value through our brands, wines, people and environment for enriched and joyful communities.

Our work included cultural engagement and ‘true translations’ for teams including Mandarin, French, Italian and Spanish.

Notre culture d’audacité
Coltiviamo con coraggio
大胆无畏，精心培育
Cultivamos con Audacia

Our role extended to include development of the TWE Vision ‘To be the world’s most desirable luxury wine company’, the corporate reputation strategy and the communications strategy.

Purpose and vision driving growth globally

The TWE Purpose, Vision and ‘Game Plan’ were revealed to TWE staff globally in July 2024 via a carefully designed launch and embedding program to support endorsement across all roles, from leadership and admin, to factory workers and seasonal grape pickers in all markets. Brand Council was responsible for developing initial launch material concepts, CEO and ELT speeches, scripts, internal ambassador programs and immersion sessions.

TWE teams are now personally connected to and energised by the purpose and have a strong commitment to delivering the five-year ‘game plan’.

The tailored language and engagement plans have injected great pride and demonstrated that TWE not only owns global brands, but it also acts as a global luxury company.

The Vision ‘To be the world’s most desirable luxury wine company’ and Purpose ‘Boldly Cultivating’ and five-year strategy ‘game plan’ were launched to investors in August 2024.

Through extensive stakeholder involvement, TWE unearthed its purpose: “Boldly Cultivating,” reflecting its commitment to creating value through brands, wines, people, and the environment. This inclusive approach energised employees at all levels and aligned seamlessly with its vision to be “the world’s most desirable luxury wine company.” As TWE progresses, its purpose and vision will continue to guide strategic decisions and drive ambition in the global luxury wine sector.

www.tweglobal.com/media/news/2024-full-year-results