PENFOLDS launched its latest collection of wines at the China pavilion in Shanghai, giving a strong indication of where the iconic winemaker believes the market has shifted for luxury products.
The annual event was held outside of Australia for the first time and the company brought 300 guests from around the world to Shanghia for the release of the Penfolds Collection 2015.
Chief Winemaker Peter Gago travelled from the home of Grange in South Australia and said he was proud to launch the new series in China.
“To release our Penfolds Collection in this setting, in this place, is both timely and symbolically important,” he said. “For well over two decades Penfolds wines have been purveyed in China.”
This year’s collection spans five vintages across 20 individual wines and includes the 2011 Grange for A$785 ($568) a bottle and a 2013 Bin 707 Cabernet Sauvignon for A$500. The cheapest, a 2013 Cabernet Sauvignon, goes for A$30.
Guests at the launch watched premier of The Story of Grange, a short film about Grange and its creator, Max Schubert.
Narrated by Academy-award winner, Russell Crowe, the film is set to a musical score created by Australia’s most distinguished screen-composer, David Hirschfelder, who led the acclaimed Shanghai Philharmonic Orchestra for a special live performance at the event.
China pianist Li Quan also performed a solo performance.