Chanticleer
What we learnt: Snoop Dogg eases Treasury’s Chinese burn
A celebrity friend helps Treasury build a second big brand, Perpetual rides the value recovery and The Star looks north for growth.
When Tim Ford was announced as the new chief executive of Treasury Wine Estates in October 2019, he received a text message from an unexpected well-wisher: rapper and pop culture icon Snoop Dogg.
Snoop, as he is affectionately known around the world, is a brand ambassador for 19 Crimes, the wine brand Treasury created nine years ago as one of the many strategies it has tried over the years to grab a bigger slice of the US market.
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