By James Wells
Penfolds has unveiled a new digital video strategy today with 12 videos created in partnership with National Geographic.
The series, called A Story in Every Bottle, is a long-term branded content partnership between Penfolds and National Geographic to tell stories behind the brand’s wines aged over 15 years shot in Sydney, Adelaide, London, New York, Vancouver, Hong Kong and Singapore. Penfolds Chief Winemaker, Peter Gago, is appearing in the new series of videos telling the stories behind the brand’s Re-corking Clinics which have been running for over 25 years.
“From the vine to the bottle, the journey of grape into wine is a story in its own right. At a Re-corking Clinic new stories emerge from the wines owners and after 25 years, the notion that every bottle has a story continues to reign true,” says Penfolds Chief Winemaker, Peter Gago.
“As winemakers, it is so meaningful and rewarding to meet collectors and share their personal story of their wine’s journey. Professionally it is gratifying to witness the ongoing quality of rare treasures that span so many decades, each one adding to the unfinished story that is Penfolds,” he said.
Penfolds Public Relations Manager, Emma Franklin, told TheShout that there are 10 videos currently released with the remaining two videos from the Singapore Re-corking Clinics to be released in December and January.
Franklin confirmed the videos will be available on Penfolds.com as well as Facebook, Instagram, National Geographic and digital display advertising on the likes of Fairfax, Yahoo and News Corp.
Speaking on behalf of the National Geographic partnership, Fox Networks Group Director of Advertising and Partnerships, Julia Scales, said that she was “thrilled to collaborate with Penfolds on this branded content opportunity”.
The Penfolds Re-corking Clinics are wine ‘health checks’ for wines aged 15 years or older. These Clinics allow collectors the opportunity to, as required, open and visually inspect their Penfolds wine, assess the quality, top up, certify, and re-capsule their prized bottles, arresting any further deterioration due to leakage or low levels. Penfolds has been providing the Re-corking Clinic service to collectors around the world since 1991, with over 130,000 bottles certified since their inception.
You can view the first video in the series here.