Beyond the Flavours by Penfolds

Beyond The Flavours is an engaging campaign that celebrates personalities who embody and share Penfolds DNA of courage, determination and innovation. 
Text by Corina Tan

Since 1844, Penfolds has played a pivotal role in the evolution of winemaking with a history and heritage that profoundly reflects Australia’s journey from colonial settlement to the modern era.  Their collection of benchmark wines have been established with a spirit of innovation and an endless pursuit of quality, driven by relentless visionaries who dare to innovate and push boundaries – looking for new horizons, new possibilities and new worlds to propel the brand forward.

Penfolds has now revealed Beyond The Flavours, which is an engaging campaign that celebrates personalities who embody and share Penfolds courage, determination and innovation.  In essence, Penfolds DNA.  Inspired by the values that anchor Penfolds upcoming global campaign – Venture Beyond, Penfolds will partner with chef Mauro Colagreco of Michelin-starred restaurant Mirazur.  A docu-film will screen on Penfolds’ website beginning May 12, 2022, demonstrating Mauro’s life and how he resonates with Penfolds’ history. Alongside the launch, a set of countdown teasers will be released on Penfolds’ Instagram each week prior, featuring a shared DNA from Penfolds’ timeline until the final reveal welcoming Mauro to the Penfolds’ family.  In continuation of the spirit of Penfolds’ Beyond The Flavours, Penfolds will be providing an opportunity to chefs across the globe to have a culinary exchange with Mauro Colagreco later this year.  More information on this programme will follow.

Earlier this year, Penfolds ventured into an unexpected, exciting and visually powerful world of space exploration with the launch of the brand’s first global thematic brand – Ventures Beyond.  Launched in key markets across various platforms, Penfolds will hold a Venture Beyond pop-up at The Connection in Pavillion, Kuala Lumpur from 14-24th July, 2022.  Penfolds: Terminal 1844 will encompass playful yet shareable sommelier-hosted sessions harbouring a futuristic twist where visitors can enjoy a flight of Penfolds’ ‘House Style’ wines with carefully appointed food pairings.

Whilst experiencing the Venture Beyond theme at the pop-up, visitors will also have the opportunity to discover Penfolds limited edition thematic gift boxes and customisation services.  Australian illustrator Jason Solo brings the space thematic experience to life by interpreting the concept in a playful yet luxurious way using a refined style full of intricate detail, pairing striking colour palettes and dynamism. Venture Beyond unlocks a universe of playful experiences and out-of-this-world activations, designed to capture the imagination of luxury consumers worldwide.


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