Treasuryโs American division provides about 36 per cent of the groupโs earnings but, importantly, about 85 per cent of the wine it sells in the US is produced there.
Most of those wines are sold under its luxury labels, DAOU, Frank Family Vineyards, Stagsโ Leap, Beringer and Beaulieu vineyards. The remaining 15 per cent of US sales is bulk-imported and bottled and sold under the 19 Crimes and Matua labels.
Treasury Wines boss Tim Ford.Credit: Eamon Gallagher
โTreasury does not anticipate these measures to have a material impact on its business,โ the company said in an ASX statement.
The Australian market is better positioned than its European counterpart, which is facing higher tariffs. Geber says that some Canadian winemakers have even discussed pulling American bottles from store shelves. The situation is reminiscent of the recent tariffs that China imposed on Australian wines.
โWeโve sort have been through this โฆ [but] these 10 per cent tariffs are nowhere near as damaging as the recent experience weโve just been through with China,โ Geber says.
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โAmerica is the third-largest country for exports for Australian wine. But if you put it in perspective, China are three to four times the value of America,โ she says. Wine Australia estimate that Mainland China spent $907 million on Australian wine in 2025, compared to Americaโs $325 million.
As for the impacts that these announcements might have on the domestic market? Geber says that โLiberation Dayโ has highlighted the necessity for a traditionally slow industry to be receptive and adaptive.
โIt takes years to produce a bottle of wine. And it takes years to grow vineyards โฆ the wine industry, given its agricultural nature and the way that wine is crafted, is not a fleet-footed and nimble industry,โ she says.
โHowever, the lessons of the last eight years in business in general have taught all of us that new and different environments are occurring quite rapidly โฆ it must be at the top of company strategy to be nimble, flexible and react quickly.โ
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