Penfolds is a very storied, old wine brand in Australia. The South Australian stalwart is famous for its Grange range - a 1951 vintage was sold for $157,624 back in 2021 - but has made steady inroads overseas with ranges targeted at the travel retail shopper with activities in high-profile duty-free locations as well as some larger scale stunts in London and Shanghai.
Its latest project seems to be a clever one, partnering with Japanese designer Nigo as its first-ever Creative Partner. Nigo is best known for A Bathing Ape, Billionaire Boys Club and Human Made, cult fashion labels that collaborated with hip hop and R&B artists – Billionaire Boys Club and Human Made have famously been a co-partnership between Nigo and Pharrell Williams – as well as music labels, production and DJing in Tokyo.
The first project in the partnership, named One by Penfolds, centres around the concept of 'oneness,' (🤔) emphasizing the shared experience of enjoying a bottle of wine with others. Quoting PR releases, “[This] release celebrates uniqueness and diversity while recognizing the sense of togetherness derived from the shared pleasure of fine wine.”
The One range showcases wines made in various regions worldwide, including Australia, France, America, and China, all guided by the Penfolds house style. Nigo's designs feature animal motifs—a crocodile, rooster, panda, and bear—representing the wine's country of origin.
Along with the wine range is a co-branded capsule collection, collaborating with his brand Human Made. A simple capsule featuring collegiate Letterman-style jackets and tees inspired by the animal motifs from the wine bottles in the Human Made house style.
As part of the activities, the launch has tapped rapper Pusha T to help launch the collaboration at a party in Hong Kong, featuring the range and the capsule collection.
So why clever?
Partnering with a tastemaker like Nigo is definitely a fun and noisy experience for the brand. If you’re in the marketing department at Penfolds (owned by Treasury Wines) this would be a career highlight rubbing shoulders with one of the most fun and creative people on the planet. But what I personally find interesting is that this is a very simple, easy step to push red wine towards a younger, switched-on, status-driven, urban creative audience.
The emerging luxury Gen Z audience would usually head towards a Hennesey or a Moet or a Tequila to spend their money on in a drinking occasion - or to flash a bit of status in the club booth. What seems to be the play here, is Penfolds working with a global tastemaker like Nigo, bending the market towards them, positioning Penfolds as the wine brand to be seen with at these types of moments for this audience.
It is a clever move and definitely a helpful one in attracting new audiences to the brand and elevating the status of the Penfolds brand.
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