‘Beyond the Flavours’ is a compelling campaign by Penfolds that honours people who exhibit the boldness, tenacity, and invention that define the brand. The values that underpin Penfolds and its’ global thematic, ‘Venture Beyond’, are the inspiration for ‘Beyond the Flavours’.
Penfolds joined forces with chef Mauro Colagreco of Michelin-starred restaurant Mirazur to develop ‘Beyond the Flavours.’ Through a documentary video, Colagreco discusses how his life and the history of the Penfolds are intertwined because they share the same DNA.
‘Venture Beyond’ is the company’s first global brand thematic, which will take the brand into the unpredictable, exhilarating, and visually impressive realm of space exploration. This emerging market opens up a world of imaginative activations and fun events aimed at capturing the attention of luxury buyers worldwide.
In Malaysia, Penfolds will hold events that will build up to the opening of ‘Penfolds: Terminal 1844’, a pop-up that invites anybody who dares to meet the extraordinary and ‘Venture Beyond’.
‘Penfolds: Terminal 1844’, a whimsical yet collaborative sommelier-hosted session with a futuristic twist, will take place from 14th July to 24th July 2022, at The Connection at Pavilion Kuala Lumpur.
Guests can experience a flight of Penfolds’ “House Style” wines together with specially selected food pairings (each session will be roughly 45 minutes). Whilst experiencing the ‘Venture Beyond’ theme at the pop-up, visitors will also have the opportunity to discover Penfolds limited-edition thematic gift boxes and customisation services that you do not want to miss out on.
By interpreting the ‘Venture Beyond’ concept in a whimsical, opulent fashion, using his sophisticated style full of exquisite detail, along with striking colour palettes and energy, Australian illustrator Jason Solo was commissioned by Penfolds to create the thematic gift boxes for Penfolds Max.