Following a successful venture into outer space with the Venture Beyond theme in 2022, Penfolds is now delving into the world of deep-sea exploration with the launch of its second global theme -- Venture Beyond 2023. This undiscovered territory opens a new world of playful experiences and immersive activations, designed to engage and ignite the imagination of luxury consumers around the world.
Penfolds chief marketing officer Kristy Keyte said: "We are proud to unveil our new global thematic 'Venture Beyond 2023' to the world. Driven by self-belief and pioneers by nature, Penfolds continues to journey into the unknown, looking beneath the surface to explore the depths of possibility. Our latest venture into the deep sea is a testament to this, allowing us to activate our brand values and DNA in unexpected, creative, and consistent ways across global platforms."
The launch of Venture Beyond 2023 includes the release of special edition packaging for select Penfolds wines. Bin 389 Cabernet Shiraz 2021, Bin 28 Shiraz 2021 and Penfolds Max's range will all be available in packaging featuring marine artwork and lean into themes of oceanic discovery.
As part of Penfolds focus on sustainability, the special edition Venture Beyond 2023 packaging of Penfolds Max's range is fully recyclable and packaging for Penfolds Bin 389 Cabernet Shiraz 2021 and Bin 28 Shiraz 2021 is made using 75% recycled materials.
Krissanapoom 'JJ' Pibulsonggram.
Pakorn 'Tul' Thanasrivanitchai.
Aerin Bencharongkul.
