This week on Mi3:
Penfolds bold brand plan to be Louis Vuitton – from fine wine to an Australian global luxury icon
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.
Read Paul McIntyre’s Deep Dive article (6 min. read):