👉 Background: Treasury Wine is the owner of a whole range of wine brands - from Wolf Blass to Lindeman's and Squealing Pig. But its pride and joy is the luxury wine brand Penfolds.

👉 What happened: Over the last 12 months, Treasury Wine has been pretty open about their desire to focus on the luxury brand market more. And now, they've acquired a luxury wine group, Daou Vineyards, for $1.6 billion.

👉 What else: Daou is currently generating 98% of its sales in the US, so Treasury wants to turn it into a global, luxury brand like Penfolds. And it seems like they've already got a blueprint in the luxury market.

What's the key learning?

💡Creating a blueprint for success is just the beginning. The masterstroke is duplicating it across multiple brands.

💡Treasury Wine has had enormous success with its Penfolds brand around the world as a 'premium' wine brand. And, this brand has become the cornerstone of the Treasury Wine Estates business. In fact, the Penfolds brand accounts for 62 percent of Treasury Wine's total earnings.

💡Now, Treasury is looking to copy-paste the success it has had with Penfolds, and apply it to its Daou Vineyards. And it can leverage the marketing, branding and sales function that it has developed for Penfolds to accelerate Daou's growth.

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