News Special Coverage Industry Overview Supply & Demand Price Reference Forum
 

Penfolds Collection 2020 launched in China

www.winesinfo.com by 25/08/2020  

1.png

Penfolds has launched its 2020 Collection in China, unveiling it at One Xintiandi in Shanghai with an interactive exhibition.

The 16 wines of the 2020 Penfolds Collection offer multi-region and multi-vineyard blends, single-region wines and a single-vineyard wine that span five vintages.

The collection includes the latest vintage, the 2016, of the brand’s flagship label, Grange, which Peter Gago, Penfolds chief winemaker said was on a par with the great 2004 and 2010 wines.

From now until 9 September, the brand will invite consumers to experience the collection in a specially curated exhibition at One Xintiandi in Shanghai.It is the first time the brand has held such an extensive immersive consumer event in China. Via interactive digital installation, the brand is delivering the story behind some of its most iconic wines by connecting the numbers with cultural or artistic associations.The exhibition free to the public but reservation via the brand’s official WeChat public account is required. The immersive experience also includes a free glass of Penfolds wine.

In the coming weeks, tasting events hosted by the brand ambassador will also be held in the venue for avid wine lovers.