Treasury Wine Estates (TWE) has partnered with Australian Generative AI solutions leader, GPTStrategic to streamline workflows, increasing productivity, and paving the way for growth and innovation.
TWE is a leading luxury and premium wine companies, with a global portfolio available in more than 70 countries, including brands such as Penfolds, DAOU Vineyards, 19 Crimes, Pepperjack, Squealing Pig, Wynns, Matua, Beaulieu Vineyard, and Frank Family Vineyards.
As the organisation has expanded and become more complex, it has had to manage more data and interpret insights across multiple divisions and central teams. TWE staff were increasingly finding that legacy technologies weren’t sufficient to meet business demands, which presented an opportunity to explore how Generative AI could deliver efficiencies in this area.
In particular, how GenAI tools could assist with tasks like research, insights retrieval, and marketing, given TWE’s rich heritage and vast resources.
GPTStrategic then worked with TWE to achieve three key milestones including the consolidation of data sources, adopting an enhanced data management strategy and deployment of AI Assistants to streamline operations and reduce workloads.
TWE managing director, Angus Lilley said, “At TWE, we have more data than we have ever had before, from the various range of insights across the company. We needed a way in which we could organise that data into one point that the teams could access and have a way in which we could distil that data down into useful insights.”
The implementation of GenAI at TWE brought immediate benefits, significantly enhancing efficiency, reducing costly analyst time, and removing barriers to actionable insights.
TWE vice president for global brand innovation and partnerships, John Wardley commented that the GPTStrategic solution had helped prepare for, and execute on, a successful global brand launch.
“It’s probably been the most robustly tested concept we’ve ever gone to market with. At every turn we’ve used consumer insight to sharpen our proposition and make sure it was relevant to consumers all around the world,” he said.
These examples demonstrate a clear return on investment for TWE, with faster decision-making, sharper strategic insights, and reduced time to market.
Early in the project, GPTStrategic founder, Andrew Gunnis said his team quickly recognised that combining the GenAI solution with TWE’s considerable data resources would allow those inside the company to get insights rapidly, effectively and efficiently.
“Organisations can use AI agents to do anything from summarising long industry reports to creating bespoke marketing content for different territories. You could also have an AI agent that, for instance, analyses wine sales figures from all over the globe and provides insights about what variety is likely to come into fashion soon,” he said.