Penfolds builds a stepping stone into premium wine category with new Cellar Reserve trio

Penfolds has introduced three accesibly priced wines to its travel retail-exclusive Cellar Reserve portfolio, designed to recruit wine drinkers into the premium category. Each has an RSP of A$50 (US$31.60) with the assortment available at selected global travel retail locations from this month.

Value varietals: Penfolds Cellar Reserve Shiraz, Grenache Shiraz Mataro & Cabernet Sauvignon

The broadened Penfolds Cellar Reserve range now includes 2021 Cellar Reserve Shiraz, 2021 Cellar Reserve Grenache Shiraz Mataro (GSM) and Cellar Reserve 2021 Cabernet Sauvignon.

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

Earlier this year, Penfolds carried out research that found one in three wine shoppers are interested in exploring travel retail-exclusive wine products in-store. It also highlighted a similar proportion of shoppers are interested in well-known brands, reinforcing Penfolds Cellar Reserve’s potential with wine drinkers in the channel.

Describing the three wines, Penfolds said the 2021 Cellar Reserve Shiraz showcases the best of Penfolds’ maritime regions with a cooler fruit expression and intense, lifted aromatics. The 2021 Cellar Reserve Grenache Shiraz Mataro offers a fruit-driven wine that is versatile with food; and the Cellar Reserve 2021, drawn from coastal region graps, is a standout vintage for Cabernet Sauvignon.

The 2022 Collection is available at Penfolds Cellar Doors (Magill Estate Winery and Barossa Valley Cellar Door) in Australia and selected fine wine stores globally, including in global travel retail.

The Moodie Davitt Report reported in July that Penfolds had launched a 2022 Collection featuring three country of origin portfolios – Australian, Californian and an inaugural French release.

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