From CM's review, it's a goer.
Just like this one. It screams something different.Marketing.
Penfolds rolls out the barrels
May 26, 2016
AAP
Penfolds is releasing exclusive luxury wine worth almost $200,000, a barrel of 2015 blend of Barossa Valley shiraz and Coonawarra cabernet.
The barrel release is the first in Penfold’s 172-year history.
Penfolds’ Magill Estate winery in South Australia will house the barrel. Each of the specially commissioned French oak barrels, holding 252 litres of wine – the equivalent of 336 bottles – costs $198,000 or $590 per bottle.
Penfolds won’t reveal how many barrels will be offered in each vintage, but says the number is very small.
The wine maker started talking to private collectors about the first release before Christmas, and it has already been fully taken up.
Penfolds is now taking expressions of interest for the 2016 release.
CMO Simon Marton said the barrels will stay at the Magill Estate winery in Cellar 3, described as the oldest and most intimate cellar.
Marton said the barrels are expected to hold the wine for at least 18 months, after which it may be removed for bottling in a size chosen by the buyer.
“For the people who have signed up for one of these barrels, not only do they get the wine, they get a Penfolds experience – almost like a behind-closed-doors thing,” he said.
You too can be bent over a barrel. Or is that actually curved over a barrel.