Penfolds named most admired wine brand

By Andy Young

Treasury Wine Estates' iconic label, Penfolds, has been named as the world's most admired wine brand in a poll in the UK.

The poll, conducted by UK publication, Drinks International, polled more than 200 of the world’s top masters of wine, sommeliers, commercial wine buyers, educators and journalists.

This year's result saw Penfolds come out on top, usurping two-time winner Torres; the Spanish label came second, while US brand Ridge Vineyards was named third.

The World’s Most Admired Wine Brands editor, Holly Motion, said: “You cannot buy your way into the list or rely on marketing spend to secure a place. Some of the biggest ‘brands’ do not appear. Five million-case brands are trounced by brands that sell 100th of that. Old and New World wines sit in an order many would not expect or necessarily agree with.

“There is no sure-fire way of getting into the top 50 and Penfolds’ ability to appear in all six lists is a testament to its brand identity and ability to not only stay in the Academy’s consciousness but to push to the forefront of it.”

The win for Penfolds was followed with a good result for other Australian wines, with Yalumba (19), Brown Brothers (28), Jacob's Creek (33), Wolf Blass (39), Lindemans (42) and Hardy's (44) all placing in the top 50 brands in the world.