What happened
From December 7 to Saturday this week, Penfolds is presenting a new immersive wine experience set against the historic maritime backdrop of Guangzhou Taikoo Warehouse.
The event is the latest iteration of ‘Venture Beyond by Penfolds,’ showcasing the brand’s globally produced wine collections, artistic collaborations, and pioneering approach to re-defining wine culture in major cities around the world.
Following space-themed ‘Venture Beyond’ events in Shanghai and Chengdu, Penfolds dived into a new theme of deep-sea exploration in partnership with Melbourne digital artist Mikaela Stafford – parts of the exhibition extend underwater.
Light and multimedia installations provided a backdrop for new wine debuts, live music shows and art exhibits. The Guangzhou pop-up includes several exclusive experiences specially designed for Chinese consumers.
The Penfolds Voyage wine-tasting experience is taking place in a white-on-white “theatre oasis” complete with surround-sound audio. Surrounded by multi-media screens, visitors can also experience sensory dinners that pair each course and wine with a bespoke arrangement of music, sounds, and digital and live performances.
Speaking with Jing Daily during the event, Penfolds Chief Marketing Officer Kristy Keyte said: “As a re-imagined wine experience unlike traditional tastings and wine dinners, ‘Venture Beyond’ enables Penfolds to engage with consumers in different ways depending on their level of interest and familiarity with wine.”
The Jing Take
Penfolds’ evolution as a new luxury icon for fashionable Chinese consumers continues apace with its recent pop-ups and product launches, which elaborate on its innovative approach to wine culture, while also affirming the company’s commitment to China through wine-making and sustainability initiatives.
With luxury industry marketing set to intensify in 2024, Penfolds continues to upgrade its ‘Venture Beyond’ events to engage young generations and establish relevance with their modern lifestyles.
The Guangzhou event deepened the brand’s creative partnerships across art, fashion and music, with the likes of Human Made founder Nigo and female rapper Yamy, who played at the event’s opening party. Meanwhile, bold and highly photogenic tasting and dining experiences generated desirability and social media buzz.
“The success of our activations in China can be attributed to the interactive elements created within our multi-sensorial tasting and wine discovery experiences that capture the attention of both new and existing wine consumers,” says Keyte. “The integration of online and offline activities, such as livestreams to broadcast our launch parties and wine tastings, as well as … selfie spots within the ‘Venture Beyond’ experiences, has been very well received by Chinese consumers — especially the social-media savvy younger generation.”
The event is also helping to expand wine culture among younger generations of consumers in China, who had been turning away from fine wine, which has traditionally been associated with banquets and formal gatherings.
“We take responsibility for not only promoting Penfolds, but also growing the wine market, as well as creating a habit and culture of wine drinking,” adds Keyte. “To that end, our growth measures are not limited to sales, but also include Penfolds’ brand health tracking and total wine market statistics.”
Underscoring its consumer-facing approach, Penfolds’ commitment to China was evident at the sixth China International Import Expo (CIIE) in November, where it launched the Penfolds Tribute 180 Year of the Dragon limited edition and showcased the 2023 Penfolds Collection, which includes CWT 521, Penfolds’ first-ever premium Chinese wine.
Unsurprisingly, CWT 521 is of interest to China’s growing ranks of wine enthusiasts. The wine is a collaboration between Penfolds and its local Chinese team, combining the terroir of Shangri-La Cabernet Sauvignon and Ningxia Marserlan. Launched this July in Shangri-La, it received high ratings from global critics, including 91 points by JamesSuckling.com and The Wine Independent’s Lisa Perrotti-Brown, and 93 points from The Vintage Journal’s Andrew Caillard MW.
This Chinese wine will not be a one-off. Penfolds is investing in its long-term wine-making vision in China through sustainable industry initiatives.
The company announced at CIIE that it will upgrade its One by Penfolds Student Fund in collaboration with China Agricultural University under the Penfolds Evermore initiative to cooperate with more universities and industries on promoting sustainable development and wine education via social activities.
“Offerings such as CWT 521 and One by Penfolds are about much more than just the wine itself,” says Keyte. By embracing culture and diversity, 180-year-old Penfolds plans to further cultivate both its consumer base and new winemaking regions in the high-potential China market.
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#Presented by Penfolds.