{"id":715694,"date":"2026-06-04T23:19:18","date_gmt":"2026-06-04T23:19:18","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/715694\/"},"modified":"2026-06-04T23:19:18","modified_gmt":"2026-06-04T23:19:18","slug":"treasury-wine-estates-to-go-big-on-digital-data-and-ai","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/715694\/","title":{"rendered":"Treasury Wine Estates to go big on digital, data and AI"},"content":{"rendered":"<p>Treasury Wine Estates, best known for its Penfolds brand, is embarking on a large-scale transformation with digital, data and AI adoption set to be \u201ckey enablers\u201d.<\/p>\n<p>                                <img loading=\"lazy\" decoding=\"async\" id=\"ContentPlaceHolder1_ucArticle_imgImage\" width=\"748\" height=\"420\" src=\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/06\/1780615158_359_ImageResizer.ashx.png\" alt=\"Treasury Wine Estates to go big on digital, data and AI\"\/><\/p>\n<p>The company, which is calling the transformation Ascent, unveiled the project&#8217;s five key pillars at its investor day on Thursday, with one devoted to digital, data and AI.<\/p>\n<p>CEO Sam Fischer said the overall intent is \u201cto create clear accountability, enable faster decision-making, shape our portfolio around customers and consumers, and unlock greater efficiencies by reducing duplication, streamlining processes, and leveraging automation and technology.\u201d<\/p>\n<p>\u201cWe expect $100m per annum in cost reduction to be fully realised by FY29 with benefits commencing from FY27,\u201d he said.<\/p>\n<p>Chief commercial officer Tom King said that technology investments would \u201csupport all Ascent priorities\u201d.<\/p>\n<p>The other priorities include moving to a regionally-focused operating model, standardising approaches to brand-building and \u201cembedding commercial excellence more deeply across the organisation,\u201d King said.<\/p>\n<p>\u201cThis isn\u2019t a series of disconnected initiatives.<\/p>\n<p>\u201cIt\u2019s an end-to-end shift in how we set direction, make decisions, execute in-market and measure success.\u201d<\/p>\n<p>Specifically on the technology front, there will be investments in data systems, sales automation and systems to track marketing and promotions.<\/p>\n<p>\u201cTo embed commercial excellence across our global business, we need better visibility, better tools and better information,\u201d King said.<\/p>\n<p>\u201cOur objective is to create a single source of truth for all data, reporting and scorecards, supported by globally consistent performance metrics and strict data governance.\u00a0<\/p>\n<p>\u201cWe\u2019ll also be investing in tools that enhance sales enablement and execution, including the automation of sales operations, better customer and distributor information, and much more advanced forecasting tools.\u201d<\/p>\n<p>King said that the \u201cpractical value\u201d of the technology investments will be \u201creally significant\u201d.<\/p>\n<p>\u201cBetter forecasting will improve decision-making around supply, allocation and customer planning,\u201d he said.<\/p>\n<p>\u201cBetter customer and distributor information will allow our teams to identify issues earlier and target opportunities more effectively.\u00a0<\/p>\n<p>\u201c[Additionally], greater automation in sales operations will reduce admin burden and give our teams more time to focus on customers and execution.\u00a0<\/p>\n<p>\u201cOver time, stronger data and tech capability will also improve how we assess promotional return, sharpen our understanding of consumer behaviour, and strengthen our digital and ecommerce effectiveness.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Treasury Wine Estates, best known for its Penfolds brand, is embarking on a large-scale transformation with digital, data&hellip;\n","protected":false},"author":2,"featured_media":715695,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[256,254,255,64,63,105],"class_list":["post-715694","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-au","tag-australia","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/715694","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=715694"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/715694\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/715695"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=715694"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=715694"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=715694"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}