Penfolds’ Luxury & Icon Collection Finds New Global Distribution

Penfolds has made a significant move in the wine industry with the release of its entire ‘Luxury & Icon’ collection through La Place de Bordeaux. This strategic distribution was aimed at leveraging the extensive networks of Bordeaux négociants in Europe, the Middle East, and Africa (EMEA), ultimately strengthening the brand’s reputation and tapping into the luxury segment of the Australian wine category.

The Luxury & Icon range includes Penfolds’ flagship wines, namely Grange, Yattarna Bin 144 Chardonnay, Bin 707 Cabernet Sauvignon, Bin 789 RWT Shiraz, Bin 169 Cabernet Sauvignon, and St Henri Shiraz. These wines have garnered significant acclaim for their exceptional quality and are highly sought after by wine connoisseurs around the world.

The decision to partner with Excellence Vin, a leading expert on La Place de Bordeaux, highlights Penfolds’ commitment to establishing new routes to market and expanding its global presence. Jeremy Quievre, representing Excellence Vin, expressed gratitude for the collaboration and emphasized the importance of the Bordeaux Open Market model in providing access to Penfolds’ iconic wines for enthusiasts and fine wine lovers.

Penfolds’ Bin 169 Coonawarra Cabernet Sauvignon has already been distributed through select Bordeaux négociants since 2018, quickly selling out upon release. This success has paved the way for the broader release of Penfolds’ Luxury & Icon collection through La Place de Bordeaux.

As Penfolds celebrates its 180th anniversary, this new global distribution marks a significant milestone for the brand. With its dedicated teams worldwide, Penfolds aims to solidify its position as a global luxury icon and further enhance its reputation for producing exceptional wines.

Enthusiasts and collectors can look forward to experiencing the unique and exceptional qualities of Penfolds’ Luxury & Icon wines, cementing its legacy as a leader in the Australian wine industry.

Frequently Asked Questions:

Q: What collection did Penfolds release through La Place de Bordeaux?
A: Penfolds released its entire ‘Luxury & Icon’ collection through La Place de Bordeaux.

Q: What is the purpose of this strategic distribution?
A: The strategic distribution aims to leverage the extensive networks of Bordeaux négociants in Europe, the Middle East, and Africa (EMEA) to strengthen Penfolds’ brand reputation and tap into the luxury segment of the Australian wine category.

Q: Which wines are included in the Luxury & Icon range?
A: The Luxury & Icon range includes Penfolds’ flagship wines, such as Grange, Yattarna Bin 144 Chardonnay, Bin 707 Cabernet Sauvignon, Bin 789 RWT Shiraz, Bin 169 Cabernet Sauvignon, and St Henri Shiraz.

Q: Are these wines highly regarded?
A: Yes, these wines have garnered significant acclaim for their exceptional quality and are highly sought after by wine connoisseurs worldwide.

Q: Who did Penfolds partner with for this distribution?
A: Penfolds partnered with Excellence Vin, a leading expert on La Place de Bordeaux, for this distribution.

Q: What benefits does the Bordeaux Open Market model provide?
A: The Bordeaux Open Market model provides access to Penfolds’ iconic wines for enthusiasts and fine wine lovers.

Q: Has Penfolds previously distributed any wines through select Bordeaux négociants?
A: Yes, Penfolds’ Bin 169 Coonawarra Cabernet Sauvignon has been distributed through select Bordeaux négociants since 2018.

Q: What milestone does this global distribution mark for Penfolds?
A: This global distribution marks a significant milestone for Penfolds as the brand celebrates its 180th anniversary.

Q: What does Penfolds aim to achieve with its global presence?
A: With dedicated teams worldwide, Penfolds aims to solidify its position as a global luxury icon and enhance its reputation for producing exceptional wines.

Q: What can enthusiasts and collectors expect from Penfolds’ Luxury & Icon wines?
A: Enthusiasts and collectors can expect to experience the unique and exceptional qualities of Penfolds’ Luxury & Icon wines, which cement the brand’s legacy as a leader in the Australian wine industry.