Penfolds Chief Winemaker Peter Gago, global marketing boss Kristy Keyte and WundermanThompson CEO Lee Leggett detail the company’s ambitious plans to reinvent the Penfolds brand to the lofty heights of a Gucci, Aston Martin or Louis Vuitton. From the first Penfolds champagne priced above Dom Perignon to less product messaging, more emotional and aspirational brand investments and luxe e-commerce, here’s Penfolds three-year global blueprint to hit global iconic status. The Federal government is raising a glass to the idea.
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