The Challenge:
Australian wine was often viewed as cheap in the global market, despite Penfolds offering a range of wines that spanned from accessible options to some of the world’s most coveted and prestigious vintages. The challenge was to create an experience that would elevate the brand, engage distributors and collectors, and firmly place Penfolds among the world’s elite wines.
Australian wine was often viewed as cheap in the global market, despite Penfolds offering a range of wines that spanned from accessible options to some of the world’s most coveted and prestigious vintages. The challenge was to create an experience that would elevate the brand, engage distributors and collectors, and firmly place Penfolds among the world’s elite wines.
The Opportunity:
Penfolds Wine sought to strategically position itself within the luxury wine category. A 2-day exclusive event at the Villard Mansion in Manhattan provided the perfect stage to showcase Penfolds as a luxury brand. The goal was to create a memorable guest experience that resonated with industry insiders, influencers, and celebrities in the food and wine space, as well as wine collectors. We designed a one-of-a-kind invitation featuring a custom cast iron wine key, which symbolized the key to the mansion and set the tone for the exclusive nature of the event.
Penfolds Wine sought to strategically position itself within the luxury wine category. A 2-day exclusive event at the Villard Mansion in Manhattan provided the perfect stage to showcase Penfolds as a luxury brand. The goal was to create a memorable guest experience that resonated with industry insiders, influencers, and celebrities in the food and wine space, as well as wine collectors. We designed a one-of-a-kind invitation featuring a custom cast iron wine key, which symbolized the key to the mansion and set the tone for the exclusive nature of the event.
We partnered with GQ Magazine to build industry buzz through the “Best Dressed Somm” contest, which culminated with the winner being announced on day one. Distributors were invited to sample wines and attend seminars, receiving RFID-tagged wine keys that tracked their tastings and collected valuable data through iPad stations at each wine bar.
The event also offered wine collectors the rare opportunity to meet with Christie’s Auction House to have their collections cataloged and evaluated by Penfolds’ Sommelier, DLynn Proctor. Seminars were led by resident winemaker Peter Gago and Reidel Wine Glass Company, deepening attendees' engagement with the brand. The unveiling of the new Grange Wine cemented Penfolds’ luxury status, creating a truly immersive and unforgettable brand experience.
Results: 115% increase in case sales
Awards:
Gold Reggie Award
Bronze Chief Marketer
Professional Award Bronze Pro Awards
Gold Reggie Award
Bronze Chief Marketer
Professional Award Bronze Pro Awards
The Invitation
I created a custom invitation for attendees of the seminars and wine tastings at the Villard Mansion in Manhattan, NY. I had the idea of creating a skeleton key for the house that is also a corkscrew. I designed the key and worked with a manufacturer to make sure every detail was correct. and designed a corkscrew that looks like a skeleton key to the house but when unscrewed it's also a corkscrew. These invitations were hand delivered to consumers by attractive brand ambassadors.
The House
Grange Wine Bottle Display
The client wanted a way to display Grange Wine bottles from every year while still keeping them secure. The display asset would be utilized at future events as well. I designed a modern glass case that heroed the wine bottles and could live beyond the look and feel of the house.
