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Penfolds set to ‘venture beyond’ fine wine to become ‘global luxury icon’

Treasury Wine Estates is launching a range of limited-release Penfolds wines alongside a Harrods pop-up experience called ‘Venture Beyond’ to reposition the brand.

The move, which is Treasury Wine Estates attempt to reposition Penfolds  from ‘fine wine’ to ‘global luxury icon’, uses both gifting and space-inspired aesthetics to show the wine’s broad appeal as well as upgrade its ‘universal’ image.

As part of the initiative, a series of collectable gifting wines that explore space travel will become available under the Australian wine label, including a moon crater gift canister for Penfolds Bin 8 Shiraz Cabernet and space-inspired gift boxes for Penfolds Max’s and Koonunga Hill ranges.

An additional collaboration with Australian illustrator Jason Solo is set to bring the ‘Venture Beyond’ concept to life, with Solo having created original works for Penfolds Max’s gift boxes. 

From late April, an augmented reality experience will also be available on each box and will be accessible via QR code, helping wine lovers to send personalised messages to others with their wine gifts.

From the start of May, Penfolds’ Venture Beyond initiative will include a month-long event at London luxury department store Harrods where wine lovers will be invited into Penfolds’ spaceship for an immersive experience. Along the journey, explorers will discover Penfolds 6L Imperial St Henri vault and gifting station, before finishing with a wine tasting of three Penfolds wines: Bin 389 Cabernet Shiraz (Baby Grange), Bin 311 and Bin 8.

Penfolds chief marketing officer, Kristy Keyte said: “The introduction of ’Venture Beyond’ as our global thematic is a strategic shift for Penfolds from ‘fine wine’ brand to ‘global luxury icon’. A logical next step following the introduction of our Meet Extraordinary communications platform in 2020 – ‘Venture Beyond’ personifies our innovative spirit and desire to push the boundaries through self-belief”.

The Penfolds Venture Beyond Harrods Experience will be located on the fifth floor of the store and will be open throughout May 2022.

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