Passion prevails for Penfolds' first campaign in six years
Published:  19 October, 2007

Foster's is rolling out the first global ad campaign in six years for premium Australian wine brand Penfolds.

Featuring past and present Penfolds' staff, the ads centre around the concept that, despite their different roles, ages and backgrounds, every member of the team has been driven by passion and quality.

Running with the strapline For Love Not Money, print ads will appear in magazines such as New Scientist, FT Magazine, Private Eye, Economist and National Geographic from now until December.

Global brand director Sandy Mayo said: "This campaign is a significant investment that will build our position as one of the world's most coveted wine brands. Penfolds represents timeless excellence and a journey of discovery, learning and reward. Our ambition was to capture passion and pride within the Penfolds family."

Max Schubert, chief winemaker and creator of the Grange range, is among those employees featured in the ads, along with young winemaker Tom Riley, who is an award-winning artist in his spare time.

The campaign will also run in Australia, Scandinavia, the States and Asia.

Site Search


Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know