Linley for Penfolds is unveiled in an extraordinary creative collaboration : Moodie Davitt Report

In a pioneering collaboration with famed British cabinet maker David Linley, Penfolds last night released a limited-edition fine wine, 2010 Bin 170 Kalimna Shiraz, to mark its 170 years of heritage as a winemaker.

The launch was held at Linley Belgravia in London.

Linley for Penfolds celebrates the birthplace of Dr Christopher Rawson Penfold, the founder of Penfolds. The wine company described it as “the ultimate expression of artisan craftsmanship”.

The collaboration resulted in a special presentation of the 2010 Bin 170 Kalimna Shiraz (pictured below) with just seven Imperial (six litre) bottles crafted for sale.

Produced only once before (in 1973), Bin 170 is a single block, single vineyard wine, sourced exclusively from old vines planted in the soils of Block 3C, Kalimna Vineyard located in South Australia’s Barossa Valley.

The collaboration was inspired by Grange’s creator Max Schubert’s “˜secret’ Grange vintages (ones that the famed winemaker made in secret after early negative reaction to the then-revolutionary style resulted in management telling him to stop making the wine. In a decision that would become part of Australian wine-making legend, he didn’t.).

Last night’s big launch celebrated 170 years of winemaking history

Springtime in London: But the inclement weather failed to dampen the mood

Penfolds said: “The result is a symbolic connection of two countries through history and materials – English oak from the birthplace of Penfolds founder Dr Christopher Rawson Penfold and fumed eucalyptus reflecting his new home, Australia.”


David Linley: “This important collaboration demonstrates the best of both brands”

Penfolds Chief Winemaker Peter Gago said: “This is such a befitting partnership. David Linley and his team of fine craftsmen share many of the values that Penfolds has honoured since it was founded in 1844.”

The Linley case features a bespoke compass marked with precision engraving. To open each imperial case the jade inset dial must be turned to the longitude and latitude coordinates of Magill Estate – (-34, 138) – the spiritual home of Penfolds. Only then can the case be opened, to reveal the bottle within.

Penfolds Chief Winemaker Peter Gago (left) and Linley Founder David Linley announce the fruits of their collaboration

The great unveil as Linley Creative Director Alex Isaac opens the presentation case

Peter Gago and Linley Creative Director Alex Isaac proudly show the new wine to photographers

The magnificent presentation is the result of two very different companies sharing values of craftsmanship and quality

Guests get the first taste of only the second Bin 170 Kalimna Shiraz to be produced

Other features include a detailed Penfolds crest on the box exterior, as well as a secret drawer built into the box that is, according to Linley, “one of the most challenging features to include in a piece of furniture”. The drawer contains a photographic journey of Kalimna Block 3C as well as a certificate of authenticity.

The drawer lid will be customised by Linley with the purchaser’s name and bottle number (from one to seven). The imperial case also includes a synthetic hygrometer combined with a thermometer to measure the room climate, a barrel inspired interior and a bespoke wine pourer.

A limited edition Linley for Penfolds magnum case and 750ml bottle case have also been crafted for this special release.

Before the big launch, Martin Moodie and Schiphol Airport Retail Commercial Manager Kees de Groot sample a Penfolds Yattarna Chardonnay

(Left to right) Schiphol Airport Retail Commercial Manager Kees de Groot; Treasury Wine Estates Sales Manager, Travel Retail UK &
Continental Europe Gordon Buchannan; World Duty Free Group Liquor Buyer UK Carly Stage; Nuance Group Head of Category – Liquor, Tobacco, Food & Technology Kevin Baker; The Moodie Report Chairman Martin Moodie; Treasury Wine Estates Global Travel Retail Commercial Director Tom King; and World Duty Free Buying Manager Liquor (UK) Nigel Sandals

David Linley said: “Linley and Penfolds both strive to create the finest products possible. Whether this is wine or furniture, the aim remains the same – to produce something of a superlative quality using the best techniques, finest craftsmen and winemakers. Just as Linley pushes the boundaries to create innovative pieces of furniture, so too does Penfolds innovate and experiment to craft Australia’s most iconic wines. This important collaboration demonstrates the best of both brands.”

The collaboration extends to a bespoke Penfolds Wine Room, a new addition to the Linley flagship store, located at 60 Pimlico Road, London.

The “˜Linley for Penfolds’ wine room has been designed to showcase the Penfolds Icon and Luxury wines, in addition to housing a rare, Bin 170 Imperial. Penfolds described it s “an experiential destination where clientele can taste Penfolds wines within an environment that celebrates high-end design and artisanship”.

The evening also saw the release of the 2009 vintage of Penfolds’ greatest wine – Grange, which was poured for guests in a ‘secret’ room at Linley (below), unveiled as the Penfolds Wine Room (a new addition to the Linley flagship store)