SYDNEY—One of the world's biggest vintners is pegging its hopes on a former food executive to help it recover from a string of missteps, including poor U.S. sales that last year led it to destroy thousands of gallons of wine past its prime.

Treasury Wine Estates Ltd. —whose brands range from the mass-market, U.S.-made Beringer to US$1,000-a-bottle Penfolds Grange from Australia—said Thursday that it has appointed Michael Clarke, a South African who once steered Kraft Food Group Inc.'s European business, as its new chief executive. He has also held senior positions at Coca-Cola Co.

In his most recent role as chief executive of Premier Foods PLC, a U.K.-based company producing brands such as Oxo stock cubes and SAXA Salt, Mr. Clarke slimmed down the company, selling less-profitable lines to focus on eight main brands.

Treasury Wine Estates played down suggestions Thursday that Mr. Clarke would deploy a similar strategy at the Australian vintner—possibly spinning off the troubled U.S. assets, where the company relies heavily on sales of less-expensive labels with a limited shelf life.

"He's very much said he's taking the job because it's a global company," Chairman Paul Rayner said. "It's most unlikely he could achieve the growth prospects he foresees unless we have a U.S. business."