A Transcontinental Blend: Penfolds' Global Ascent from Australia to France

From its founding in Australia in 1844, Penfolds is now boldly writing a new chapter. The brand is transcending its heritage, journeying from the land of kangaroos to Bordeaux, the world's storied wine capital. Tatler Asia had the distinct privilege of being among the first to witness this expansion at the unveiling of the FWT 543 Cabernet Sauvignon Syrah, a cornerstone of the Penfolds Collection 2025. The event also showcased the brand's ambitious plans for Château Lanessan, one of Bordeaux's oldest and grandest vineyards in the Haut-Médoc, cementing Penfolds’ position as a global winemaking powerhouse and a truly international vintner.

From Australia to France

Penfolds' path from Australia to France is a story of visionary innovation. It began in 1888 when Bordeaux vine cuttings were first planted in Australia’s Barossa Valley. A pivotal moment came in the 1950s when Chief Winemaker Max Schubert visited Bordeaux, returning to Australia with the inspiration that would lead to the legendary Penfolds Grange (Bin 95). Shubert’s vision to create a revolutionary, dry, cellar-aged Australian red wine using French methods produced a wine of remarkable richness and complexity. Penfolds Grange 1951 (1951 experimental) became a legend, setting a record as the most expensive Australian wine ever sold at auction.

The brand's modern French expansion continued in 2019 with the acquisition of Château Cambon La Pelouse in Bordeaux and the launch of four champagnes in partnership with the Thiénot family. In 2022, Penfolds acquired Château Lanessan and launched Penfolds II with Bordeaux producer Dourthe, setting the stage for the French Winemaking Trial (FWT). The first release, the 2019 FWT 585 Cabernet Merlot Petit Verdot, paved the way for the new 2022 FWT 543 Cabernet Sauvignon Syrah, which is a perfect marriage of tradition and modern technique, uniting the structured elegance of Cabernet Sauvignon with the bold texture of Shiraz to reimagine the classic Australian blend as a "Vin de France."

Château Lanessan, one of Bordeaux's oldest wineries

Penfolds Grange 2021, another highlight of the 2025 Collection, is described by Chief Winemaker Peter Gago as "A style, a blend, an experience. Buoyant, layered, accessible. Just released, compelling flavours and a liberated structure immediately tempting.” The Penfolds Collection 2025 features 24 unique wines from four countries, each a testament to the iconic Penfolds House Style. This philosophy, rooted in precision viticulture, respects the unique terroir of each region while pushing creative boundaries. “Some of our most revered wines started life as experiments, including Grange (1951 experimental), which almost 75 years later, has gone on to become one of the world’s most respected fine wines.” Gago notes.

The Château Lanessan vineyard in Bordeaux covers an area of approximately 400 hectares.

Penfolds House Style: A Global Blueprint

For over 180 years, Penfolds has been committed to quality through the art of blending and a distinct style of wine known as 'Penfolds House Style'. This philosophy is not limited to Australia, but also extends to France, the United States and China. Penfolds House Style serves as the blueprint that makes Penfolds wines distinctive anywhere in the world. It is based on three key factors: expertise handed down through generations of winemakers; a winemaking method that combines art and science; and a structured, long-lasting winemaking process.

Treasury Wine Estates’ acquisition of Château Lanessan, one of the oldest wine estates in Bordeaux, not only expands its wine production capacity in France and strengthens its positioning as a global luxury brand, but also envisions Penfolds revitalizing Château Lanessan into a key destination for Bordeaux’s wine tourism industry, respecting the vineyard’s rich history and initiating a regeneration programme of vineyard replantings from late 2022 to maximise the potential of this exceptional area’s soil and environment. Penfolds also plans to renovate and expand the winery to create a new home in Bordeaux.

Furthermore, Penfolds prioritizes supporting the local winemaking community in Bordeaux, collaborating with other growers to use their best grapes in winemaking. The goal is to build strong, mutually beneficial relationships, something Penfolds has always done in Australia and other regions, all under the umbrella of Penfolds' sustainability platform, Penfolds Evermore.

Peter Gago, Penfolds Chief Winemaker, during a Penfolds Masterclass at Château Lanessan.

Tom King, Managing Director of Penfolds, welcomed guests and media at Château Lanessan.

Read more: Revolutionary for its time, Penfolds Bin 707 continues to soar high 60 years later

A Vision for the Future

Kristy Keyte, Penfolds' Chief Marketing Officer, shared an exclusive insight with Tatler: “We say we are anchored in South Australia, but we are now with a global winemaking portfolio. With four different countries, two different hemispheres, and much of our focus right now is in strengthening our connection with Bordeaux. We aim to do this from both a brand home and a winemaking perspective. And when it comes to winemaking, we were always very passionate about bringing some of our very Penfolds traditional techniques here to Bordeaux, but we were also very curious about what the local winemaking community could teach us.”Steph Dutton, Director of Winemaking highlights how Australian winemaking techniques, such as early maturation in oak barrels, are garnering interest in Bordeaux for the smooth textures they impart, while Penfolds is, in turn, experimenting with Bordeaux's tradition of extended skin contact fermentation. "The wines in Australia will never look the same as the wines coming out of Bordeaux because the soil and climate are different. And that is what gives the light and shade to a global portfolio. It is meant to be familiar but different.” Dutton added. Penfolds hopes its presence will foster a reciprocal exchange of knowledge between the two winemaking communities.

Kristy Keyte, Penfolds Chief Marketing Officer, opened the lunch at Château Lanessan.

Keyte concluded by explaining the brand’s long-term vision. "As much as wine does come first, for us to grow as a brand and push beyond our traditional boundaries, we must think differently. It's not just about the product, it's about the brand." Keyte added that the 400-acre estate will welcome visitors of all ages, offering a complete Bordeaux experience—from food and wine to horse riding and a bookstore—creating a new kind of destination.

The 2022 FWT 585 Cabernet Merlot Petit Verdot and the 2022 FWT 543 Cabernet Sauvignon Syrah are two wines under the French Winemaking Trial (FWT) program.

See also: Beyond Bordeaux: 10 under-the-radar wine destinations for the discerning oenophile

Evermore: A Sustainable Legacy

Penfolds Evermore is a global commitment to positive change, focusing on three key areas:

• Community and Culture: Through the French Evermore Grant Program, Penfolds awarded €120,000 to three organizations, including L'Appel de la Vigne, which creates videos to change perceptions of wine industry jobs; Pépite Raisin, a project developing a grape-based solution to prevent fungal infections; and INRAE, a research project on grape water efficiency.
• Future of Winemaking: Penfolds is partnering with the University of Bordeaux to provide scholarships for PhD students and an immersive experience in Australia for participants of the Bordeaux Mentor Week.
• Towards Sustainability: In collaboration with local organization Essai Vin Coeur, Penfolds has planted over 4,000 trees and plans to install a third beehive at Château Lanessan to monitor biodiversity.

"We want to ensure that the communities that we exist in are thriving.” Dutton said. “One of the most exciting ones is our French grant program that we have just launched. So over five years, Penfolds is giving out $1 million AUD to communities around the world where we source our wine.” She summarized their holistic approach, "Penfolds Evermore is not a program that targets just one specific area of sustainability. Instead, it is a holistic approach where we look at communities, winemaking and viticulture, and ensure the industry remains healthy. We also focus on the environment and water stewardship. All of these elements must work together to create a full impact. From a winemaking point of view, we are very aware that we only get to do what we do because of what Mother Nature provides for us."

Pablo Laborde, Operations Manager, vineyard manager for the wine production at Château Lanessan.

Embarking on a journey beyond its Australian roots, Penfolds is not merely expanding its portfolio of exceptional wines; it is cementing its status as a global luxury icon. The brand's expansion is a masterful blend of tradition and modernity, where time-honored techniques are infused with innovative approaches from across the globe. This dynamic exchange of knowledge, particularly with new homes like Bordeaux, underscores a deep-seated commitment to honoring winemaking heritage while actively shaping a legacy designed for a positive future. By championing and supporting local winemaking communities, Penfolds demonstrates a profound respect for history, all while crafting a new, forward-thinking narrative for what a true luxury brand can be.

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