Penfolds, the renowned South Australian winery, is set to celebrate the release of The Penfolds Collection 2023 with a series of unique and immersive events designed to delight the senses.
Starting in early August, these elevated experiences promise to offer wine enthusiasts unforgettable encounters with the iconic Penfolds brand.
“For almost 180 years, Penfolds has dared to innovate and push the boundaries. The evolution of our consumer experiences will be showcased with innovative and immersive offerings, designed to bring The Penfolds Collection 2023 to life in a new and exciting way,” said Penfolds Chief Marketing Officer, Kristy Keyte.
For the first time this year, ‘Transcend by Penfolds’ will provide consumers in Sydney, Melbourne, and Adelaide with a reimagined wine tasting experience. This intimate tasting event will showcase the new release wines from The Penfolds Collection 2023, including selections from the Australian, French, and Californian stables.
Guests will also have the opportunity to sample Penfolds’ flagship wine, Grange (2019). The highly immersive experience will ignite the senses, combining a unique soundscape, storytelling, visuals, and lighting to bring the Collection to life in a new and innovative way.
During the 90-minute experience, attendees will gain a deeper understanding of a curated selection of wines through a guided tasting narrated by Penfolds Group Winemaker, Steph Dutton.
The wines will be complemented by captivating imagery that visually interprets each wine. As the experience reaches its climax, guests will be treated to a newly created ‘Grange Palate Cleanser’ designed to refresh and reinvigorate their palates before tasting Grange.
This palate cleanser, a surprising expression of Thienot x Penfolds Champagne Brut Rosé NV, was created in collaboration between Magill Estate Restaurant Executive Chef Scott Huggins and Penfolds Chief Winemaker Peter Gago. The interlude aims to leave the palate refreshed and ready to fully appreciate the complex aromatics and flavours that Grange is famous for.
The ‘Venture Beyond by Penfolds’ event series will also make a return to Sydney’s Carriageworks in 2023. Taking place on August 18th and 19th, this all-inclusive ticketed event promises an evening of adventure and discovery.
Attendees can expect a bespoke menu curated by a renowned Australian chef, a DJ set, and a performance from a world-renowned musical act, with further details to be announced in the coming weeks. The event will immerse guests in a highly shareable seascape while providing the opportunity to explore newly released wines from The Penfolds Collection originating from multiple countries.
Both ‘Transcend by Penfolds’ and ‘Venture Beyond by Penfolds’ experiences will align with Penfolds’ global brand thematic, ‘Venture Beyond.’ Building on the success of last year’s exploration of space, this year’s theme will delve beneath the surface to explore the ocean and the deep sea—the next frontier for immersive experiences and shareable moments that capture the imagination of the global luxury consumer.
Tickets are now available for purchase for both ‘Transcend by Penfolds’ and ‘Venture Beyond by Penfolds.’ Wine enthusiasts are encouraged to secure their spots and prepare to embark on extraordinary journeys through the world of Penfolds wines.
Event Information:
Transcend by Penfolds:
Adelaide
- Thursday 10 August – Sunday 29 October
- Penfolds Magil Estate, 78 Penfold Rd, Magill
Sydney and Melbourne
- Thursday 3 – Sunday 6 August
- Melbourne venue: Aerial, Dukes Walk, South Wharf
- Sydney Venue: Restaurant Bar M, Neild Avenue, Darlinghurst
Venture Beyond by Penfolds:
- Friday 18 – Saturday 19 August
- Carriageworks, Sydney
Tickets are available here or for more information visit penfolds.com
