Penfolds bold brand plan to be Louis Vuitton - from fine wine to an Australian global luxury icon

Penfolds Chief Winemaker Peter Gago, global marketing boss Kristy Keyte and Wunderman Thompson CEO Lee Leggett detail the company's ambitious plans to reinvent the Penfolds brand to the lofty heights of a Gucci, Aston Martin or Louis Vuitton. From the first Penfolds champagne priced above Dom Perignon to less product messaging, more emotional and aspirational brand investments and luxe e-commerce, here's Penfolds three-year global blueprint to hit global iconic status. The Federal government is raising a glass to the idea. 

Listen to the Podcast on Mi3 here. 

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