Penfolds has been lined up for a worldwide marketing activation by owner Treasury Wine Estates.
Centred around a 30-second spot filmed in South Africa, the ad will appear on the brand’s digital and social media channels, backed by out-of-home and print presence. The push breaks in Australia this month before expanding to China and the UK as well as to South-East Asian markets in September.
“It takes curiosity to move towards the unfamiliar, to renew and to begin – a Penfolds philosophy which is visually embodied in the new Masterbrand campaign,” said Penfolds’ CMO, Kristy Keyte. “We’re excited to bring this truly global campaign to the world in Penfolds 180th anniversary year.”
In results for the 12 months to the end of June, announced last week, Treasury said that Penfolds sales leapt by just over 21% on fiscal 2023 thanks in the main to the removal of high tariffs on Australian wine imports into China. Speaking exclusively to Global Drinks Intel following the announcement, group CEO Tim Ford said the brand’s focus in China is “about re-establishing and rebuilding in a category that has declined, but it’s still big”.
“We still think we can develop the category now Penfolds is back in the market,” Ford added.
