Penfolds's Slogans & Taglines

Penfolds is an Australian wine producer founded in 1844 in Adelaide by English physician Christopher Rawson Penfold and his wife Mary Penfold, who established a vineyard at Magill Estate to produce fortified wines for medicinal purposes. Under Mary's stewardship following Christopher's death, the winery evolved into a commercial operation, pioneering techniques that would define Australian winemaking. The brand achieved global renown with the creation of Grange in 1951 by winemaker Max Schubert, an experimental Shiraz that became Australia's most celebrated wine and the first to receive a perfect 100-point rating from two major publications. Core offerings span from the accessible Bin Series, including the iconic Bin 389 and Bin 407, to the flagship Grange and ultra-premium collections such as the 2012 Grange Magnum. Now part of Treasury Wine Estates, Penfolds has expanded into California and France while maintaining its Australian heritage. Brand messaging has evolved from heritage-focused positioning to contemporary luxury, reflecting its status as one of the world's most collected wine brands with a presence across 130 countries.