Image: Penfolds Wines
For 178 years, Penfolds‘ gaze has been firmly fixed on the future, with this in mind, its new global brand thematic personifies innovative spirit and a desire to push boundaries.
Penfolds winemakers’ curiosity drives them to explore and venture ‘above terroir’, looking towards new horizons, new possibilities, and new worlds to propel the brand forward.
Today, Penfolds is venturing into an unexpected, exciting and visually powerful world of space exploration –with the launch of the brand’s first global brand thematic – ‘Venture Beyond’.
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’”.
With luxury consumers at the heart of this campaign, Penfolds are hoping to inspire and unlock a playful side, with “out-of-this-world activations”.
Alongside this, Penfolds are launching a personalised gifting experience in late April, a first ever in the wine industry.
This experience involves the use of alternate reality to attach virtual personalised messages to gifts, the limited edition gift boxes will feature a QR code to link this experience to the product.
Australian illustrator Jason Solo, has playfully and luxuriously interpreted the ‘Venture Beyond’ concept and brought the space thematic to life.
Solo has utilised his refined style and striking colour palettes, to execute sleek and modern touch-points including “packaging, point of sale, digital, experiential and events”.
Penfolds is daring to go where other wine brands have never gone before, aligning with its core values of “daring, pioneering, boundary pushing and inspiring”
An alternate venture that contributes to Penfolds’ overall ambition of leaning into future endeavours has been very successful. A Limited edition NFT tied to rare ‘Penfolds Magill Cellar 3 Barrel’ of wine sold within twelve seconds. The barrel was valued at US$130,000.
Penfolds ‘Venture Beyond’ thematic will be live in key markets from March 2022. Platforms will include print, social media advertising, video advertising, point of sale and experiential activations.
If you would like to ‘Venture Beyond’ this article and explore Penfolds new gifting experience, follow this link.
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