Penfolds releases a new tier of wines in China
Penfolds has launched a new tier of wines in China, which will roll out to the rest of the world in 2023. “One by Penfolds” features four wines hailing from France, China and the US.
Shortly after the announcement of the annual collection in China, Penfolds has revealed it will release a whole new tier exclusive to the Chinese market for the moment. The new range named “One by Penfolds” comprises four diverse wines made in France, America, and China. Set to launch globally in mid-2023, the range is now available in China as a prelude.
The new range expands on the brand’s multi-country of origin winemaking approach, which includes the anticipated debut of the “Chinese Penfolds”.
For the first time in Penfolds’ history, the Chinese Penfolds launch includes a trial wine sourced and made in China’s Ningxia region. The red blend from the 2020 Ningxia vintage will be available exclusively in China.
In addition to the One by Penfolds Red Blend China (Ningxia) 2020, the new range also includes One by Penfolds Red Blend California 2020; One by Penfolds Vin Rouge France 2020; and One by Penfolds Grenache Syrah Mourvèdre France 2020.
Wines from this range are all priced at RMB 228 each.
The new range comes with a front label designed by renowned artist Ori Toor to bring the One by Penfolds spirit to life. Toor has created distinctive illustrations for each wine, creatively capturing the essence of the local communities of each winemaking region through playful and unconventional designs.
“One by Penfolds is about much more than the wine itself. It is inspired by culture, collaboration, empowerment and giving back to the community”, said Tom King, managing director, Penfolds.
“For each winemaking region represented in One by Penfolds, signature varietals and blends were selected by our winemakers that best represent the regional character while suiting the Penfolds style and benchmarks for quality, consistency, and drinkability.”
“Penfolds winemakers worked alongside our dedicated teams in France, America and China to create fruit forward, medium-bodied, vibrant and aromatic wines from each region”, said Matt Woo, winemaker, Penfolds.
“Expressive varietal characters carry a medium tannic structure, silky and integrated. The wines are approachable and ready to drink.”
In this brand, community contribution is also an important pillar. With each One by Penfolds release, the company will partner with local non-profit organisations to give back and empower local areas.
To coincide with the launch of Penfolds first China-made wine, the premium producer has partnered with the China Agricultural University to establish a student fund and academic exchange programme that supports winemaking and viticultural studies for local talent.
“Developing talent and sharing viticulture and winemaking expertise underscores the partnership between China Agricultural University and Penfolds,” said Tianhong Li, Dean of College of Horticulture, China Agricultural University. “In addition to merit and needs-based financial assistance with tuition, we are pleased that the One by Penfolds Student Fund will also support academic and cultural exchange, wine education materials, and access to wine samples from around the world for students to expand their learning. As a university with a global mindset, we welcome continued collaborations, such as this partnership with Penfolds, that take a long-term approach to empowering the local winemaking community and incubating talent for the China wine industry.”
One by Penfolds will be available in China from October 2022, in select fine wine retail outlets nationwide and on wine e-commerce platforms; followed by the global launch from mid-2023.