67: Inside Treasury Wine Estates’ Playbook for Growth and Innovation with Ben Dollard - Business of Drinks

While much of the wine industry is softening, Treasury Wine Estates — home to brands like DAOU, Penfolds, Frank Family, Matua, and 19 Crimes — is experiencing double-digit gains. In this episode, we speak with Ben Dollard, President of Treasury Americas, who shares “the how” behind one of the wine world’s most compelling growth stories.

Under Ben’s leadership, Treasury Americas grew net revenue more than 22% in 2024, scaling to 6 million cases annually across North and South America. That growth has been powered by a two-pronged strategy: One focused on culture-forward, accessible brands like 19 Crimes (with partnerships like Snoop Dogg and the UFC), and another dedicated to luxury, estate-driven wines like DAOU and Penfolds.

In this episode, Ben shares:

• Why DAOU has become the #1 U.S. luxury wine brand — and what makes it stand out in a sea of premium competitors
  

• How Treasury successfully integrates acquired brands without losing their magic
  

• Why the company is leaning into consumer experience at the tasting room level — not just as a sales tool, but as a source of insight
  

• How Treasury is using AI to tell brand stories and simplify wine discovery in a fragmented retail environment
  

• What other drinks entrepreneurs can learn from building brand pillars and maintaining authenticity at scale

Ben also talks about how he’s future-proofing the company through a focus on innovation and team culture. Treasury Americas was recently named a finalist in Fast Company’s “Best Workplaces for Innovators,” and Ben shares how that same creative energy is helping build a more connected, purpose-led portfolio.

If you’re looking to build a brand that can scale across channels, price points, and countries — without losing its soul — this episode is packed with insights that matter now.

Last Call:

In this Last Call segment, your Business of Drinks co-hosts spill on the most jaw-dropping drink they’ve had this year.

• Caroline found a tiny importer sourcing neoclassical French & Italian wines with pure electricity
• Scott discovered a Negroni remix in Denver that left him speechless
• Erica brought a rare Cretan wine to a collector dinner — and stole the show

Don’t miss our next episode, dropping on June 11.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.