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Wednesday, 27 May 2026: Endeavour Group today announces a strategic transformation of its Pinnacle Drinks business, repositioning the portfolio to focus on brands and regions that generate the strongest returns and resonate with customers.
Endeavour Group is reshaping the Pinnacle business to an asset-light, customer-led portfolio. The transformation is designed to:
- Concentrate investment on high-performing brands with proven retail demand;
- Reduce its own grape production by more than 80 per cent, resulting in approximately 99 per cent flexible sourcing of purchased bulk wine and grapes from the viticulture market;
- Materially lower capital intensity while preserving brand integrity and supply in key regions through long-term local supply arrangements;
- Streamline production and packaging to a smaller number of high-scale sites; and
- Strengthen margin quality and earnings resilience across the Retail business.
Following a detailed review of its premium wine portfolio, Endeavour Group will optimise its presence in the Australian wine industry by exiting or selling non-core winery and agricultural assets and retaining its strategically important brands and assets, as follows:
- Winery operations will be consolidated from seven sites to three, with the remaining three deemed strategically important for end-to-end regional strength;
- Cape Mentelle in the Margaret River, Isabel Estate in the Marlborough region of New Zealand and Dorrien Estate in the Barossa Valley will be retained as strategically important assets that underpin premium customer propositions, production and sourcing;
- A single high-scale packaging facility will be retained at Vinpac Angaston in the Barossa Valley, with the Vinpac McLaren Vale bottling facility to close later this calendar year;
- Endeavour will seek a new owner for the award-winning Oakridge brand and operation in the Yarra Valley;
- The Chapel Hill, Riddoch Coonawarra and Krondorf Barossa brands will be retained, but their vineyards and physical assets will be sold. Chapel Hill operations will close at the end of June;
- Endeavour does not intend to renew its lease of Josef Chromy. Assets associated with the business are under review and a decision will be made before the end of the lease; and
- The domestic Pinnacle product range will be further rationalised, sharpening focus on the brands with the strongest retail demand and customer engagement.
Endeavour Group Managing Director and Chief Executive Officer Jayne Hrdlicka said, "Today’s decisions reflect a clear choice to refocus Pinnacle on its primary role - serving our Retail businesses and the customers that drive growth."
"By concentrating on the brands and assets that customers value most, we are building a more focused private label portfolio."
ENDS.
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About Endeavour Group
Endeavour Group is Australia’s leading retail drinks and hospitality business, with more than 28,000 team members united around the group’s purpose of "creating a more sociable future together." Its portfolio includes brands such as Dan Murphy’s, BWS, as well as the nation’s largest portfolio of hotels – under ALH Hotels – including many Australian icons such as Brisbane’s Breakfast Creek Hotel and Melbourne’s Young & Jackson Hotel. In total Endeavour Group has more than 2,000 retail stores and hotels across Australia.
