Vinarchy to Cut 40% of Wine Brands in Major Shift Toward Younger, Health-Conscious Drinkers

Vinarchy, the second-largest wine company in Australia, is set to cut about 60 brands from its portfolio over the next two years. The decision follows a detailed review of the company’s grape supply and brand strategy. Danny Celoni, who became chief executive four months ago, said Vinarchy currently manages too many brands and will now focus on its most internationally recognized labels: Hardys, Jacob’s Creek, and Campo Viejo.

Celoni explained that the company needs to concentrate on brands that connect with consumers. He said Vinarchy is increasing its efforts to innovate by developing new products, packaging formats, and experiences that match changing consumer preferences. The company aims to respond to trends such as lighter drinking and more casual wine occasions, which are becoming more popular among younger drinkers.

The plan to reduce the number of brands by nearly 40 percent is part of a broader strategy to attract a new generation of wine consumers. Vinarchy will introduce smaller bottle sizes and lower-alcohol wines, including mini bottles, a chill-infused rosé, and a mid-strength Sauvignon Blanc. These products are intended to move away from the traditional image of Australian wines as high in alcohol content.

Most of the brands being cut are low-volume or non-core labels that no longer fit with Vinarchy’s growth plans or have limited presence in only one market or sales channel. The company will review each brand individually over the coming months before making final decisions.

Vinarchy is also changing its marketing approach. The company plans to launch new packaging and updated advertising campaigns to support its lighter wine styles and spritzers. The first major step in this new marketing direction will be a flagship sponsorship of the Australian Tennis Open in Melbourne in January.

Celoni joined Vinarchy after working as an executive at Diageo in Southeast Asia. His appointment came after Vinarchy was formed through the merger of Accolade Wines and Pernod Ricard’s wine interests earlier this year. That merger followed Accolade’s acquisition by a consortium led by Bain & Company after financial difficulties.

Vinarchy’s leadership believes that by focusing on fewer, stronger brands and introducing products that appeal to modern tastes, the company can drive long-term growth in both domestic and international markets. The changes reflect broader shifts in global wine consumption, with younger consumers seeking more variety, lower alcohol options, and convenient formats.