Grange is a household name that took decades to build. Even today the brand is minted gold, so why would Penfolds be so careless to ignore the most basic rules of marketing?

1. A CASE STUDY IN BRAND MANAGEMENT

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The higher the price
the less it’s about the wine
It’s about luxury goods
like cars, watches,
fashion & jewellery

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Rolex
Tiffany’s
Mercedes-Benz
Dom Perignon
Penfolds Grange

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It took
6 decades of great
marketing
to build,
starting with
Max Schubert
the great visionary.

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Succumb to GREED
• Price of Grange goes up by $100*
• Price of icon reds goes up 30%
• More icon reds released (Bin 169)
…2014 release Grange ~$800 a bottle

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Succumb to VANITY

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• Hand-blown glass ampoule
• Bespoke glass plumb-bob
• Jarrah cabinet
• Only 12 made, each
individually numbered
• A Penfolds winemaker will
attend opening ceremony
anywhere in the world
Price: $168,000
More here

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Rules from Marketing 1.01 are ignored
when Penfolds launches
…when Grange was still ~$800 a bottle

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‘Grange is no longer our top wine.
We make better, more exclusive wines
than Grange’.

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SLOTH

12. It launches an Imperial (8 bottles) of Special Bin 170
in a fancy wooden box
for $65,000

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@#$%^&!!!
Read the full story here

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