Treasury Wine Estates has used the ProWein 2011 exhibition to explain its new branding strategy as a dedicated wine company ahead of the proposed demerger from Foster's in coming weeks. The message from the Treasury Wine Estates executives was that the business was not Foster's with a new logo. This message was reinforced by the ability for the business to now operate as a company purely focused on wine empahsising the key brands in its portfolio including Annie's Lane, Lindeman's, Matua Valley, Penfolds, Rosemount, Saltram, Wolf Blass and Wynns Coonawarra Estate.