Penfolds is aiming to entice wine consumers into the premium category with the launch of its new ‘accessible’ AUD$50 range within the travel retail exclusive Cellar Reserve portfolio.

 

The winemaker said that the Penfolds Cellar Reserve portfolio ‘entwines winemaker curiosity with alternative wine styles, regions, and techniques to create unique expressions of the Penfolds House Style’.

 

The broadened Penfolds Cellar Reserve offering consists of three new varietals: Penfolds 2021 Cellar Reserve Shiraz; Penfolds 2021 Cellar Reserve Grenache Shiraz Mataro (GSM) and Penfolds Cellar Reserve 2021 Cabernet Sauvignon.

 

Recent research conducted in May by Penfolds illustrated 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.

 

“Knowing that one in three shoppers are interested in seeing travel retail exclusive wine products in store and one in three shoppers are interested in well-known brands, Penfolds Cellar Reserve plays perfectly to this consumer insight and opportunity,” Daevid Warren, Penfolds GTR and Global Hotels Director told TRBusiness.

 

“What you will see is an up-weighted focus behind this premium tier to unlock greater growth globally.”

 

Lina Lim, Global Customer Marketing Manager, Global Travel Retail, added: “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 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.”

 

All three wines have an RSP of AUD$50 and are available at selected Global Travel Retail locations from 1 October 2022.