A new Chinese-made version of Penfolds has gone on sale in China for $50 per bottle as parent Treasury Wine Estates tries to lure a new generation by including a QR code on the back label with 24 animated emojis so people can use them in social media messages.

Penfolds managing director Tom King said the new wine, made with grapes sourced from the 2020 grape harvest in the Ningxia region in China, will in no way undermine the Penfolds brand and its luxury following, where flagship Penfolds Grange sells for $1000 per bottle.