[Report] "If You're Looking for Hip Wine" Penfolds Meets Human Made

Pop-up of Australian Representative Wine 'Penfolds' in Seongsu-dong
Human Made 'Nigo' and 'One by Penfolds' Campaign

"Penfolds' unique house style is maintained while also capturing the diverse perspectives and nuances of regions such as Australia, France, and the United States in this wine."

A visitor is exploring the 'One by Penfolds' pop-up store.

Wine importer Kumyang International is operating a pop-up store for Penfolds, Australia's representative winery, at 'Door to Seongsu' in Seongsu-dong, Seoul, until the 4th of next month. Penfolds is widely recognized as Australia's national treasure winery, founded in 1844 by Christopher Rawson Penfold. Especially notable is the 'Grange,' created in 1951 by Max Schubert, the first chief winemaker, who was inspired by French red wines capable of long-term aging. Grange is acclaimed worldwide for its outstanding long-term aging potential, balance, and concentrated palate, showcasing the excellence of Australia's Shiraz variety and Penfolds.

This pop-up store was planned as part of the 'One by Penfolds' campaign among Penfolds products. One by Penfolds is a global campaign celebrating Penfolds' wine production beyond Australia to wine regions such as France and the United States, promoting the concept of 'Oneness' or completeness. Notably, NIGO, the art director of Kenzo and founder of Human Made, participated as a creative partner in this campaign.

Upon entering the Penfolds pop-up store on the afternoon of the 17th, the first thing that caught the eye was the crocodile, rooster, and bear characters designed by NIGO for the campaign. The crocodile, rooster, and bear symbolize the production regions of Australia, France, and the United States, respectively. These animal characters, reinterpreted by NIGO, decorate not only the wine labels but also the photo zones and various parts of the store interior. Particularly, Human Made's cute animal characters dilute the somewhat calm and classic image of the wine, giving it an image similar to the recently popular highball?an alcoholic drink that young people can comfortably enjoy?creating an overall lively atmosphere.

It was also impressive that visitors could enjoy wine lightly beyond simply experiencing the brand and purchasing products. Through a dispenser installed in the store, wine can be purchased by the glass for 4,500 KRW or by the bottle for 39,900 KRW. Tables are provided so customers can comfortably enjoy wine with simple snacks, which seems to be an element that increases the incentive to visit.

Wine dispenser set up at the 'One by Penfolds' pop-up store.

A total of six types of wine are featured at this pop-up store. Three types produced in Australia?Shiraz, Chardonnay, and Cabernet Sauvignon?are limited to 384 bottles, 1,848 bottles, and 2,160 bottles respectively. Two types produced in France?Red Blend and GSM?are limited to 1,008 bottles and 384 bottles respectively. The Red Blend produced in the United States is limited to 1,008 bottles.

Kumyang International has been importing Penfolds to Korea since 2019 and has recorded an average annual brand growth rate of 39% to date. A Kumyang International representative said, "This store was planned so that all consumers, from those experiencing Penfolds for the first time to Penfolds enthusiasts, can own an experience with Penfolds," adding, "We hope it will be an opportunity to feel the culture of Penfolds, Australia's representative winery."