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.