Penfolds to push back Bin, Icon and Luxury wines to one combined release in October

By Richard Siddle

Published: 25 June, 2014

Penfolds, the iconic Australian wine brand, is to combine the annual release of its Bin Series, Icon and Luxury Collection wines into one overall Penfolds Collection range that will take place on October 16.

Up to now Penfolds has chosen to release the three ranges separately between March and May every year. It will now push all three releases back to one combined launch on the third Thursday of each October to bring greater focus to the overall brand.

When it is released on October 16, the Penfolds Collection will span five vintages between 2010 to 2014 and will also see the release of the 2010 vintage of Grange.

There are high hopes that the 2010 Grange will be one of the best vintages in its 60-year history thanks to what Penfolds claims were "arguably the best conditions" of that decade.

Peter Jago, Penfolds' chief winemaker, said; "There is no better time to change the date of release of these wines, than with the highly anticipated 2010 Grange and 2012 reds. This is a wonderful fine wine message and a perfect entrée into Penfolds next 170 years all to be realised in October 2014.

The October release date will also mean the wines are entering the market at a key time of the year leading up to gifting and trading up opportunities covering Thanksgiving, Christmas, New Year and Chinese New Year.

Simon Marton, Penfolds' chief marketing officer, added: "This adjustment comes on top of our decision to significantly step up our marketing investment on Penfolds in the coming months and will include a global advertising campaign, amplification of the luxury gifting suite, increased consumer activation in key markets, and a powerful consumer promotional offer in Australia from July."

Key wines being distributed on October 16.

2010 Grange

2012 Yattarna

2012 Bin 707 Cabernet Sauvignon

2012 RWT Barossa Valley Shiraz

2012 Magill Estate Shiraz

2011 St Henri Shiraz

2012 Bin 169 Coonawarra Cabernet Sauvignon

2013 Reserve Bin A Adelaide Hills Chardonnay

2012 Bin 389 Cabernet Sauvignon

2012 Bin 407 Cabernet Sauvignon

2012 Bin 28 Kalimna Shiraz