Treasury Wine Estates Chief of Staff Andrew Carter

Treasury Wine Estates has promoted Andrew Carter to the role of Chief of Staff, in which he will have additional responsibilities to his current leadership of the business’ travel retail arm.

Carter originally joined the company as Managing Director of the Europe, Middle East & Africa (EMEA) Regional Business Unit and Global Travel Retail (GTR) last year, having previously been Global Travel Retail Director at Bacardi. Following this latest promotion, Carter and his family have moved to Melbourne, Australia.

He said: “In this role I will continue to be responsible for leading EMEA & GTR, but will also take on additional leadership responsibilities for corporate strategy & business development, transformational projects and the running of the CEO office.

“I look forward to working with [GTR Commercial Director] Tom King and our team to develop the wine business in GTR.”

His promotion comes at a time when the company is increasingly focusing on travel retail as an area of growth and follows on from a series of key appointments and strategic developments.

In December, Treasury Wine Estates announced the appointments of Tom King as Global Travel Retail Commercial Director, Alexandre Bussiere as Global Travel Retail Customer Marketing Director and Gordon Buchannan as Sales Manager, Travel Retail UK & Continental Europe. All three joined in late January.

At the time, Carter said the company’s aim was to significantly grow the size of its GTR business over the next five years, to become a “genuine leader” in the category.

Meanwhile, in a speech to the Australian wine industry last month, CEO David Dearie urged his peers to learn from the spirits business in order to make advances within travel retail.

He added: “Think about the brand building and story-telling major spirit brands have embraced in order to profile their products. And ponder why certain spirits bottles are instantly recognisable in contrast to the “˜wall of sameness’ that exists in wine.”

This stunning Penfolds boutique run by Dubai Duty Free typifies Treasury’s Wine Estates’ ambitions to raise the profile of wine in the travel retail channel