Penfolds Goes Beyond The Flavours And Introduces Pop-Up In Pavilion!

The campaign & what to expect in July
By: agnes
May 17, 2022

Penfolds has revealed Beyond the Flavours, an engaging campaign that celebrates personalities who embody and share the Penfolds DNA – courage, determination and innovation. Beyond the Flavours is inspired by the values that anchor Penfolds and its upcoming global thematic, Venture Beyond. Venture Beyond is a global campaign that will be rolled out progressively across Southeast Asia later this June.

Penfolds has teamed up with chef Mauro Colagreco of Michelin-starred restaurant Mirazur to launch Beyond the Flavours. Colagreco, who shares the same DNA as the Penfolds, makes a docu-film on his life and how it relates to the Penfolds’ past. The docu-film is now live on Youtube and on the Penfolds Website.

Collaboration With Michelin-Starred Chef

“Mauro Colagreco has an extensive list of accolades and truly embodies the Penfolds DNA. I am proud to have him launch Beyond the Flavours. He set his heart on becoming a chef at an early age and extends his ambition beyond the kitchen, remarkably similar to how Penfolds gaze was firmly fixed on the future since its establishment to create wines unrestricted by vine, border, or continent,” said Peter Gago, Chief Winemaker.

Penfolds and Colagreco both embarked on their amazing journeys in 1998. Colagreco left Argentina and his university education to attend culinary school. He couldn’t ignore his grandmother’s increasing culinary enthusiasm, and after a few clever pit stops, he left his mark in the culinary world with the world’s top restaurant. Similarly, despite 150 years of winemaking, the brand has planted a selection of Australian vines in Californian soil, resulting in the first Californian Collection 22 years later. Mirazur and Penfolds California Collection would not exist today if not for the willingness to challenge limits.

Penfolds will be hosting a culinary exchange with Colagreco later this year to continue the spirit of Penfolds Beyond the Flavours in the culinary space and recognise those who dare to experiment and push limits. “I love discovering new products, new flavours, and new techniques. These are the things that have most inspired me throughout my career and still inspire me today. All boundaries can be overcome with a strong drive, by having an open mind. My profession as a chef, I can exceed all kinds of limits. I think this knowledge, these values that we acquire in life are the heritage we leave to others. They are the riches that we leave to future generations,” said Colagreco on the culinary exchange.

Penfolds Ventures Beyond With First Global Brand Thematic

Since 1844, Penfolds has been looking to the future (its motto is “1844 to evermore”). The journey has been led by persistent visionaries who aren’t afraid to try new things and break the rules. The curiosity of the brand’s winemakers makes them want to explore and go “above terroir,” looking for new horizons, new possibilities, and new worlds to move the brand forward.

In 2022, Penfolds will launch its first global brand theme, called “Venture Beyond,” which will take the brand into the unexpected, exciting, and visually powerful world of space exploration. This new territory opens up a world of fun activities and out-of-this-world experiences that are meant to catch the attention of luxury consumers around the world.

Penfolds: Terminal 1844 Pop-Up At The Connection Pavilion KL

In 2022, the Penfolds Venture Beyond thematic campaign will be launched in key markets through OOH, print, social media, video, point of sale, and experiential activations. There will be activities in Malaysia that will lead up to Penfolds: Terminal 1844, a pop-up that invites anyone who wants to Venture Beyond and meet the extraordinary. From 14 to 24 July 2022, Penfolds: Terminal 1844 will be held at The Connection in Pavilion Kuala Lumpur. It will be a fun, shareable, sommelier-led event with a futuristic twist, where people can try a flight of the brand’s “House Style” wines with carefully chosen food pairings.

At the pop-up, people will be able to experience the ‘Venture Beyond’ theme and learn about limited-edition themed gift boxes and customization services.

The brand has also asked Australian illustrator Jason Solo to bring the space theme to life by interpreting the Venture Beyond concept in a fun, luxurious way. He will do this by using his refined style, which is full of intricate details and bold colour palettes, to create the themed gift boxes for Penfolds Max.

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