I don't think it's weird. It's dumb but it tracks exactly with the traj they've been on. They genuinely believe there is no money in premium products.
Years ago, around when they did that shit with Matt Skinner, they also hired a head win buyer called Gary Hindson. Great dude, knew shitloads about wine. He and his team had a lot of great ideas (including the Matt Skinner stuff) and a real love for wine. They also were acutely aware that every single wine store is different. So the other thing they did quietly was open up every SKU just about for all stores. Order what you want, build your own range. They also drove a lot of local ranging - ACT stores got more ACT wines, Newie stores got more Hunter wines, etc.
When the business restructured, they handed all that stuff over to a team of marketers. The very first thing they did was look at SKUs. If they weren't in a certain percentage of stores and/or selling a certain number a week, gone. Click of a button stuff. Like I remember I went from ordering a six pack of Kooyong Pinot on a Monday, sold the rest of my stock that day, tried again on the Weds and it was deleted. f**ken Kooyong.
Then they looked at the Skinner bundles and the success of the 3 for X sav blanc bundles and decided that people didn't want choice, they wanted something they could just walk in and grab. Which totally missed the point of the Skinner 6 packs and totally shifted the customer base.
They do make a killing off those 6 for 36 etc, because as Drew says that's where they hammer the suppliers. They've painted themselves into a corner and this is a doubling down of that