The iconic Australian winemaker will run its 'Venture Beyond' programme at London’s Harrods in May, offering a personalised gifting event with limited-release products and immersive popup experience.
The month of May will see a special collaboration between one of the most famous Australian wine producers and Harrods London, the biggest department store in Europe. Under the new “Venture Beyond” programme, which comes to life at Harrods for a month, Penfolds will launch a series of collectable gifting wines that explore space travel. They include a moon crater gift canister for Penfolds Bin 8 Shiraz Cabernet (£25/$33 RRP) and space-inspired gift boxes for Penfolds Max’s (£20/$26 RRP) and Koonunga Hill (£10/$13 RRP) ranges.
Wine lovers will be invited into Penfolds spaceship for an immersive experience that begins in the interactive cockpit. Along the journey, explorers will discover Penfolds 6L Imperial St Henri vault and gifting station, before finishing with a wine tasting of three Penfolds wines: Bin 389 Cabernet Shiraz (Baby Grange), Bin 311 and Bin 8.
"The introduction of Venture Beyond as our global thematic is a strategic shift for Penfolds from fine wine brand to global luxury icon" says Penfolds Chief Marketing Officer, Kristy Keyte. "A logical next step following the introduction of our Meet Extraordinary communications platform in 2020 – 'Venture Beyond' personifies our innovative spirit and desire to push the boundaries through self-belief."
Penfolds 'Venture Beyond' Harrods Experience is open from May 1-30, 2022, on the 5th floor of Harrods Knightsbridge, London.
For more information, please visit the Penfolds website
