PPR

Penfolds Grange Launch

Challenge
PPR was enlisted to create the concept and manage the global launch event of The Penfolds Collection 2016, and the much anticipated 2012 Grange.
Solution
Media, influencers, trade and VIP guests were flown in from around the world, for the two-day event which commenced with a morning media call, followed by a two hour wine Masterclass, and culminated with a sit down, seven course degustation gala event that evening in the Grange cellars – the likes of which have never been seen. PPR converted an empty cellar in Adelaide into a world class dinner venue for Penfolds’ 130 VIP guests. There were performances from a didgeridoo player and the Australian Dance Theatre, two spectacularly staged reveals of the St Louis $185,000 and $2,500 crystal decanters, and a stirring narration of the Penfolds story from Hollywood actor Sam Neill.
Outcome
“In a word, and a short one at that … WOW! What a terrific day/evening.  A great Launch. Congrats! From the scores of successes we all witnessed, to the hundreds of behind-the-scenes plans & arrangements that were less overt  – AMAZING. Thank you, The Penfolds Winemaking Team.”