Accolade Wines has completed its merger with Pernod Ricard’s wine business to form a new global wine company named Vinarchy and will begin phasing out around 50 brands over the next two years, the company confirmed.
Vinarchy combines the assets of wholly-owned Accolade Wines with the Australian, New Zealand and Spanish wine businesses formerly owned by Pernod Ricard, which were acquired by Accolade in April 2025.
The move will reduce the combined portfolio from about 150 brands to 100, according to a report by the Australian Financial Review. The consolidation will take place in stages, depending on geography and brand performance, said Vinarchy Executive Chairman, Ben Clarke.
“We can see a few waves getting it to about 100. Obviously, it’s a global business, and we will do it by geography and by brand,” Clarke said.
The first round of cuts includes Australian labels such as Beaumont, &Then, and Brooke James, along with the U.S.-based brand Trackers Crossing. The brands being discontinued account for approximately 4% of the company’s total revenue, with many of them being private-label wines produced for supermarkets and liquor retailers.
Clarke added that the brand rationalisation would be completed within 18 months to two years and would enable the company to focus more on producing premium wines such as Hardys, Jacob’s Creek and Campo Viejo.
The strategy echoes a similar approach by Treasury Wine Estates (TWE), which has attempted to offload several of its mass-market labels — including Lindemans, Wolf Blass, Yellowglen, and Blossom Hill — to pivot toward its flagship brand, Penfolds.
However, TWE’s divestment plans were shelved earlier this year after failing to secure a buyer for the commercial portfolio.
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