Penfolds Wines’ collaboration with Champagne Thiénot will ring in 2021 with a non-vintage rosé champagne, chief winemaker Peter Gago has revealed.
Penfolds last year launched three 2012 vintage champagnes; a Chardonnay Pinot Noir Cuvée, and two single vineyard wines – a Blanc de Blancs and a Blanc de Noirs.
Gago recently told The Mi3 Podcast that the champagne venture embodies the “top down” approach that has typified Penfolds’ approach to wine from the very beginning.
“In the modern era of Penfolds, we started with Grange, then Bin 707 followed, then St Henri,” he said.
Gago said Penfolds’ entry level red wine, Koonunga Hill, did not come about until the 1970s.
“Having that top down [approach] gives you legitimacy,” he said.
Champagne Thiénot x Penfolds NV Rose
Similarly, he said Penfolds started its foray into champagne, “at pricing above Dom Perignon”.
“In the new year there will be a non-vintage rose champagne that is more affordable,” Gago told the podcast.
“But we didn’t start off with the affordable, again adopting that top down approach.
“People have the aspiration, but for the weekend – not the special occasion – they can also reach for something more luxurious.”
Paul McIntyre of The Mi3 Podcast interviewed Gago and Penfolds global marketing boss Kristy Keyte about the company’s ambitious strategy to reinvent Penfolds into a global luxury icon like Gucci, Aston Martin or Louis Vuitton.
They were joined by Lee Leggett, CEO of WundermunThompson, the creative agency behind Penfolds’ new global campaign, ‘Meet Extraordinary’.
Andrew Caillard MW on ultra-fine Australian wine: S7E4
Penfolds Wines’ evolution with Jeni Port and James Godfrey: S1E5
Ed Carr, House of Arras winemaker – Australia’s Sparkling King: S5E5