Strengthen U.S Market Identity
Engage Press and Trade with Luxury Storytelling
Multi-sensory Tasting Experience
High-impact Content Strategy
For the first time in its long history, Penfolds, one of Australia's most iconic wineries, launched its annual collection in the U.S., setting the stage in New York City. To impress a discerning trade and media audience, the brand had to create an immersive, unexpected experience that would forge an emotional connection, reinforce its brand narrative, and command attention in a competitive luxury market. A seamless blend of storytelling and sensory engagement was crucial to driving awareness and industry credibility.
Through a carefully curated guest journey, attendees stepped into a living timeline of Penfolds' heritage before entering hyper-sensorial tasting environments that highlighted the brand's key messages. A high-impact content strategy ensured that the event's most engaging moments reached for beyond the physical space. The experience established a bold U.S. presence for Penfolds and set a new standard for luxury wine launches.
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