Penfolds always prides itself on being Australia's and the world’s most iconic wine producer with the spirit of groundbreaking innovation. In 2022, it launched its first global campaign “Venture Beyond”, an immersive experience that took visitors on a journey to the moon and outer space while getting acquainted with its history, wineries, and premium products.
Following that success, Penfolds is returning with its Venture Beyond 2023 which will whisk you away to a deep-sea world. The Emporium’s EM Gallery 2 on M floor will be transformed into an immersive pop-up event which will captivate everyone with its gigantic scuba mask. Ocean enthusiasts can discover the wonder of underwater life over artworks created with 3D motion graphics and modeling.
Furthermore, visitors can participate in an interactive game to win special prizes from the brand and attend a wine tasting session entitled “Dive into Penfolds” presenting its renowned house style wine which is priced at B699.
At this event, Penfolds will concurrently unveil its special edition of packaging for the following wines: Bin 389 Cabernet Shiraz 2021, Bin 28 Shiraz 2021 and Penfolds Max’s range. The artwork draws inspiration from the story of the ocean discovery. To achieve its sustainability goals, the packaging of Penfolds Max’s range is fully created out of recycled materials and the packaging of Bin 389 Cabernet Shiraz 2021 and Bin 28 Shiraz 2021 is made from 75% of recycled materials.
The Venture Beyond’s latest edition promises an engage-all-your-senses experience that is worth ringing in this festive season. It is slated to start on November 30 and continues till January 3, next year. There will also be a gift-wrapping service and limited edition of Venture Beyond 2023 gift boxes available throughout the event.