Penfolds

Penfolds House is a luxury, one-of-a-kind event, that was held in New York to celebrate the launch of Penfolds’ 2012 Grange during Wine Spectator Week. To engage top industry influencers, buyers, aficionados and trade press, a variety of experiences were developed – a media dinner, trade seminars, re-corking clinics, authentication sessions and a journey through the rich
170-year history of the Penfolds brand. 

To celebrate the launch of the 2012 Grange, Penfolds collaborated with Saint-Louis, one of Europe's oldest glassmakers, to make a decanter worthy of the wine. 

The website was simple and clean, allowing guests to check the event's scheduling and RSVP  with ease. 

The big event was hosted at the historic Academy mansion in New York. The sprawling first floor was completely transformed and seemingly overgrown with the iconic Penfolds grape vines. As guests entered they were given a glass of the 2012 Grange before stopping for a photo at vine wall.

The entry hall engulfed in vines, displayed a 172 year visual history of the Penfolds winery.

In the main room an artist spent the evening drawing the 2012 grange bottle, which was later displayed at the next days events. 

In Max's room, a 9ft x 7ft mural of Max Schubert was mounted and covered by 108 perforated foil strips. Guests were invited to pull the strips off, 
one-by-one to reveal the iconic image of Max. 

The main event of the night was the unveiling of the Saint-Louis decanters. The largest of them weighed 110lbs, cost $185,00 and was able to hold 6 liters of wine. Overall a really great bargain.