New direction for Australia's highest-profile wine brand

Penfold's, the highest-profile wine brand in Australia, has launched its first global brand thematic.

Despite a history dating back to 1844, Penfolds has chosen a space exploration theme for its new look. 

Venture Beyond’ is said to "unlock a universe of playful experiences and out-of-this-world activations, designed to capture the imagination of global luxury consumers".

I must say that I have always though world-class wine does that; but I am just a crusty old curmudgeon. 

“The introduction of  Venture Beyond as our global thematic is a strategic shift for Penfolds from ‘fine wine’ brand to ‘global luxury icon’," says chief marketing officer Kristy Keyte said. 

“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."

So much jargon in one sentence. 

In late April, Penfolds will launch a personalised gifting experience; an augmented reality experience that will allow consumers to send a personalised message with their gift. Each limited-edition product gift box will feature a QR code linking to the AR experience. The platform will provide consumers the ability to create and attach a virtual personalised message to their Penfolds wine or follow links to view Penfolds content.

Australian illustrator Jason Solo is the man behind the thematics and "omnichannel" marketing. 

Apparently. Venture Beyond "will leverage themes centered around space exploration, daring to go where other wine brands have never gone before".

Penfolds Venture Beyond thematic will be live in key markets from the end of March - across platforms including outdoor media, print, social media advertising, video advertising, point of sale and experiential activations.

See www.penfolds.com for more information and bear in mind then amid all the marketing hope there are some serious world-class wines.