By James Atkinson
Penfolds has launched a major media campaign for its fast-tracked Collection launch, including the 2010 Grange, which has already picked up three 100-point scores.
The 2010 Grange marks the 60th consecutive release of Australia’s most celebrated wine, and it has been rated 100 points by Tyson Stelzer, Andrew Caillard MW and Nick Stock.
The 2010 Grange (RRP $785 AUD) joins eleven other wines, spanning five vintages (2010-2014) to form The Penfolds Collection.
Penfolds new ‘Numbers Can Be Extraordinary’ brand campaign conceived and delivered by Leagas Delaney launches today.
Developed across print, digital and out of home, the campaign will run globally including Australasia, the United Kingdom, America and Asia.
The campaign extols the virtues of various treasured Penfolds numbers spanning 170 years of winemaking history, including the number ‘60’, a significant milestone as the brand celebrates 60 consecutive vintage releases of Grange.
Penfolds chief marketing officer Simon Marton said: "Numbers are at the heart of our wines and Penfolds make certain numbers mean something extraordinary. The quality and magic of Penfolds is evoked through numbers and we are using numbers as the code to unlock the stories behind the brand."