2024 will mark the 180th anniversary of Penfolds, but also the estate’s desire to accelerate the presence of its iconic wines. From January 30, 2024, Place de Bordeaux will officially distribute the Prestige range of Penfolds wines in the EMEA zone (Europe, Middle East, Africa). The range includes six iconic vintages of the brand: Grange, Yattarna Bin 144 Chardonnay, Bin 707 Cabernet Sauvignon, Bin 798 RWT Shiraz, Bin 169 Cabernet Sauvignon and St Henri Shiraz.

In order to strengthen the strong growth of its prestige range in the region, the brand naturally turned to the Place de Bordeaux. Through this new partnership which complements the existing distribution network, Penfolds intends to accelerate its notoriety in the luxury segment and within the vast network of traders.

“The exceptional growth of recent years in the EMEA region testifies both to the quality of our wines, but also to the remarkable work of our commercial partners. However, there remains great potential to develop for Penfolds in the EMEA region, which remains the most important in the world for excellent wines. As Penfolds celebrates its 180th anniversary, we are looking to take the brand to the next level to achieve the status of a global luxury icon in the world of wine. We are therefore delighted to strengthen the list of our partners by working with the broker Excellence Vin, a historical expert recognized for the introduction of the great wines of the world on the Place de Bordeaux. » tells us Daevid Warren, sales director of Penfolds EMEA.

“By deciding to entrust the distribution of its emblematic labels to the Place de Bordeaux for part of the world, Penfolds is relying on the know-how and efficiency of the Bordeaux Open Market model, thus allowing connoisseurs and lovers of great wines to access its iconic vintages. This is an important step for Penfolds and for the Place, we are grateful for their trust and the professionalism brought to this project since the first day of our collaboration. »

Penfolds entered the Place de Bordeaux for the first time in 2021, presenting its Bin 169 Coonawarra vintage. The allocation ran out quickly in the first few months. Penfolds will also be present at Vinexpo Paris in February 2024 to begin its world tour celebrating its 180th anniversary.

This article was published on December 21st, 2023.