Food & Drink: Exclusive Penfolds wine raises the bar

Wine producer Penfolds released 12 ampoules of its rare 2004 Kalimna Block 42 Cabernet Sauvignon globally, with just one going on sale in the UK on 17 August. Penfolds' parent company Treasury Wine Estates briefed Stir PR to raise awareness of the UK launch.

Penfolds: Raising awareness around thier Cabernet Sauvignon
Penfolds: Raising awareness around thier Cabernet Sauvignon

Campaign: Launch of Penfolds Ampoule (UK)
Client: Treasury Wine Estates/Penfolds
PR team: Stir PR
Timescale: August-October 2012
Budget: £18,500

 

Objectives

  • To reinforce Penfolds' luxury brand positioning
  • To create a media buzz and gain press coverage.

Strategy and plan

The team worked with Treasury Wine Estates to ensure maximum media exposure for the UK listing of the ampoule (a small vial). The listing was secured at Hedonism Wines, where the ampoule was launched. Key media contacts were sent personalised laser-etched aluminium invitations and the launch took place before the official store opening. An exclusive was given to the London Evening Standard, resulting in half-page coverage and photo on the day Hedonism opened and the ampoule went on sale.

Measurement and evaluation

The team secured an interview in print and online with trade publication The Drinks Business and the ampoule featured in its 'Focus on Australia' and luxury issues. Full-page coverage appeared in GQ and The Times.

Results

The UK ampoule was sold for the recommended retail price of £120,000.

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