Treasury Wine Estates

Marketing Capability

  • Capability Development

  • Marketing Frameworks

  • Training

The story

With a large portfolio of brands and a lofty ambition to become the world's most admired premium wine company, Treasury Wine Estates needed a globally consistent approach to managing and marketing their enviable and evolving brand portfolio.

To make the much-needed shift from wine makers and suppliers to brand-led marketing organisation, TWE partnered with Tripod to design a bespoke Marketing Capability Program. The goal was to reinforce adoption of world-renowned marketing theories, while also supporting the team with a bespoke framework, toolkit, live training event and workshop facilitation that easily turned theory into best practice.

Rolled out globally, Tripod built an experience that equipped employees with the skills, knowledge, tools and behavioural development they needed to go from good to great marketers – then helped them put it into immediate practice by producing real-time outputs.

The ongoing collaboration resulted in the co-creation of the TWE Way of Marketing, with seamless end-to-end delivery.

Tripod took care of it all, from reviewing current marketing processes, to managing the global steering committee, developing a unique TWE Marketing Framework, designing in-depth yet inspiring training content and facilitating all workshops in key global hubs across Australia, Asia, Europe and the USA.

The results

The capability program helped TWE achieve their goal of moving from globally renowned winemakers to world-class brand marketers.

Following the success of the TWE Way of Marketing rollout in 2019, the Tripod team continues to evolve the Marketing Capability Program annually. In 2021, the event was redesigned to be delivered remotely, and in 2022 and 2023, Tripod again facilitated the program in-person. Each refreshed program is always updated with new or improved tools, best practice and fresh case studies to keep TWE’s marketing team learning, growing and continually inspired.

Tripod is a specialist marketing agency that has been on a long-standing journey with us to develop and enhance our internal marketing capability program. Utilising their expertise across multiple disciplines, tools & learnings, Tripod helped us come up with a framework for our TWE Way of Marketing program. Not only do they understand the complexities of the wine category and broader FMCG categories, but they took a keen interest in understanding how we operate as a business, to develop a custom and collaborating program to help us in the way we think, act and behave around marketing. From preparing the materials, to training rollout and embedding, Triopod have been with us through the entire journey, and to this day our global marketing teams regularly self serve and utilise the materials and templates to build strong, strategic brand plans across our large portfolio. It’s always a pleasure to work with the team at Tripod, I’ve also personally learned so much from their wealth of experience.”

Katherine Lodder Global Marketing Programme Manager, Treasury Wine Estates

Relevant case studies


Consumer Insights Training

Consumer Insights


Marketing Frameworks

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