By Shane T Williams in Melbourne

The man behind Wolf Blass will celebrate his 76 birthday on September 2 and to mark the occasion the wines of Wolf Blass will officially launch their luxury 'Platinum' range on September 1.

The Barossa Valley winery was established in 1966 by Wolfgang Blass, a German immigrant from who arrived in Australia in 1961.

In what will now be an annual event for Wolf Blass, all new releases will hit the trade each year in September not February.

To celebrate the occasion media and trade were taken through a 10 year vertical tasting of the super premium 'Platinum Label' by chief winemaker Chris Hatcher as well as winemakers Caroline Dunn, Matt O'Leary and Steven Frost.

The release of the 2007 Platinum with a RRP of $169.99 will mark the ten year anniversary of the super premium range.

"While 'Yellow Label' is the commercial backbone of Wolf Blass, the super premium 'Platinum' is our business card" said global brand ambassador for Treasury Wine Estates George Samios.

Platinum has enjoyed great success over the past 10 years with the acclaimed '98 vintage being awarded 'Best Syrah in the World' at the 2002 International Wine and Spirit Challenge.

The vertical tasting of the last 10 vintages of Platinum as well as the current vintages of the Yellow and Gold labels showed the depth and house style of Wolf Blass.

Treasury Wine Estates chief winemaker Chris Hatcher said the history, story and consistency of these wines underpinned the platform of what Wolf Blass stands for.

"The Platinum style has evolved over the past 10 years to remain relevant in today's market while keeping true to the heritage and house style of what is Wolf Blass,” he said.

Retailers can expect to see heightened consumer interest in September with marketing initiatives from Wolf Blass.

To watch an interview with global brand ambassador for Treasury Wine Estates, George Samios, click on the video below.


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