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Penfolds winemakers feature in new ad campaign

Published:  23 July, 2008

Max Schubert, the man who created Penfolds Grange, is just one of the winemakers featured in a new advertising campaign from Foster's.

The new campaign, entitled For Love Not Money, is the first for six years, and is primarily aimed at print media. It shows Penfolds employees past and present.

Penfolds' global brand director, Sandy Mayo, said: "This campaign is a significant investment that will build our position as one of the world's most coveted wine brands.

"Our ambition was to capture passion and pride within the Penfolds family and share it with our wider Penfolds family all over the world."

In 1951, Schubert set out to make what he described as an "experimental red wine", and carried on making Grange throughout the decade in secret, despite having been told by management to stop production in 1957.

The campaign will be seen in magazines such as National Geographic, The Week, and Spectator.