Treasury Wine Estates Case Study

“Offset major GP exposure through successful commercial integration of complex acquisition”
Treasury Wine Estates (TWE), one of the World’s largest wine Companies acquired Diageo’s Wine division for $600m, adding 25% greater scale to its European operations. Being thrust into the UK’s #1 Branded Wine supplier spot, meant the Uspire team were asked to plan, prepare & execute the commercial integration of the EMEA business units.
Problem – Month 1
Solution – Month 4 - 10
Consultative Analysis
Results by month 15
  • Go beyond the Commercial Due Diligence & Integration
  • Planning work to help the EMEA business unit navigate the process of harmonising Trade Terms
  • Use one common, proven way to deliver the planned synergies
  • Instil confidence across the Sales team
  • On-boarded new recruits from Diageo in the Treasury way of working
  • Keep the Project Steerco informed throughout the process
    – Oliver Horn, Integration Director EMEA

Having the flexibility to adopt differing approaches to both key Director’s sectors, enabled a highly targeted approach to risk profiles & mitigation planning. For Grocery, this meant key stakeholders focus on individual retailer demands. Of significant benefit through the process, has been the ability to get new Diageo personnel rapidly up to speed with the key stakeholder dynamics, SWOT+, end goal requirements, and negotiation levers.
– Jonathan Caton, Grocery Sales Director

Break the project into 3 distinct parts.

  • Integration: Project Manage Due Diligence & Induct new staff
  • Harmonisation: Support teams in developing robust approaches for key accounts.
  • Negotiations: Ensure the TWE methodologies are applied with consistent rigour.
  • Offset double digit $m Gross Profit exposure resulting year being 200% higher than prior year
  • Excellent engagement and feedback from entire sales teams
  • Positive customer feedback on approach and supply continuity, shown in the UK via continued improvements in Advantage Group Survey scores


I liked the collaborative approach to building a tailored approach to the team’s individual & collective needs. Planning was rigorous yet allowed enough flex to adapt to changing circumstances. Whilst difficult to pin specific ROI to the support received I do believe we have benefitted through both helping people navigate the issues they faced and have improved their capability set.

Shaun Heyes
Director – UK Convenience, Wholesale, On Premise & Fine Wine
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