Penfolds Cellar Reserve Portfolio - Shiraz, Grenache Shiraz Mataro & Cabernet Sauvignon
Penfolds is launching a new accessible range within its travel retail exclusive Cellar Reserve portfolio, aimed at recruiting wine drinkers into the premium wine category. The Penfolds Cellar Reserve portfolio entwines winemaker curiosity with alternative wine styles, regions, and techniques to create unique expressions of the Penfolds "House Style."
Recent research conducted in May by Penfolds showed that one in three wine shoppers are interested in exploring travel retail exclusive wine products in store. It also highlighted the fact that a similar proportion of shoppers are interested in well-known brands, reinforcing Penfolds Cellar Reserve’s potential with wine drinkers in the channel.
Showcasing unique appellations with a distinct maritime influence, the broadened Penfolds Cellar Reserve offering consists of three new varietals:
Penfolds 2021 Cellar Reserve Shiraz
The 2021 Cellar Reserve Shiraz is a modern interpretation of this highly-coveted varietal, showcasing the tangible benefit of blending across complementary regions. It showcases the best of Penfolds’ maritime regions offering a cooler fruit expression and intense, lifted aromatics.
Penfolds 2021 Cellar Reserve Grenache Shiraz Mataro
Sourced from McLaren Vale, where the maritime climate is perfect for ripening these three varietals, the 2021 Cellar Reserve Grenache Shiraz Mataro offers an approachable, fruit-driven wine style that is versatile with food.
Penfolds Cellar Reserve 2021 Cabernet Sauvignon
A standout vintage for Cabernet Sauvignon allowed the Penfolds winemaking team the opportunity to use small parcels of exceptional grapes sourced from coastal regions to craft the 2021 Cellar Reserve Cabernet; a polished and approachable wine showcasing generous, varietally pure fruit.
“The launch of this new range within the Penfolds Cellar Reserve portfolio is not only about broadening consumer appeal, but it also plays a central role in our upweighted focus on Penfolds Cellar Reserve as a key exclusive range for travellers. Alongside this new launch, expect to see more focus and activation on the Cellar Reserve Range in store as we look to drive awareness globally,” comments Lina Lim, Global Customer Marketing Manager, Global Travel Retail.
All three wines have an RSP of AUD$50 and are available at select GTR locations from 1 October 2022.
