Penfolds Grange the real winner of Barry O’Farrell’s resignation

BARRY O’Farrell is barely out of office and “grangegate” is already trending on Twitter. So is Penfolds Grange the winner in this political debacle?

A bottle of 1959 Penfolds Grange retails for around $4000.

WITH Barry O’Farrell barely out of office, “grangegate” is already trending on Twitter. So is Penfolds Grange the real winner?

While the NSW Liberal Party finds itself mired in chaos over questions whether former premier O’Farrell misled the Independent Commission against Corruption or not, there are two words everyone is lapping up — Penfolds Grange.

Out now, the O'Farrell 2014 Vintage. Just buy it before 10pm. http://t.co/J0Q4sPJN7w pic.twitter.com/BREuCWhOjO

— news.com.au (@newscomauHQ) April 16, 2014

How many people are seriously considering buying a '59 Penfolds Grange for the lulz? #grangegate

— James McGrath (@james_r_mcgrath) April 16, 2014

Breaking News: Barry O'Farrell pays record price for bottle of Penfolds Grange #auspol

— lehmo (@lehmo23) April 16, 2014

King Joffrey resigns after drinking 1959 Penfolds Grange. #austhrones

— Michael Beveridge (@mickyb273) April 16, 2014

We all know Penfolds Grange as that luxurious and very expensive wine label which vinophiles would push their grandmothers over for. And it’s clearly cemented itself as a gift worthy of someone who’s just been elected premier of Australia’s most populous state.

Penfolds global ambassador Jamie Sach with a bottle of St. Henri in the St. Henri Cellar at Penfolds Magill Estate.

Sure, Grange is more accessible to the moneyed classes that can afford a bottle of $3000 wine, although the 1993, 1995 and 1997 vintages are a steal at $500 a pop. But Penfolds Grange could very well be going after the mainstream and the latest news developments can only help.

Fortuitously, Penfolds has been promoting May’s launch of the next vintage of its luxury and icon range, which includes Grange, across a range of platforms in April. This included promoted tweets on Twitter, signalling the brand is looking at a mainstream audience more seriously.

During winemaking Grange is matured in brand new oak. St. Henri follows a different path, with seasoned oak. pic.twitter.com/jt25YD8PPU

— Penfolds (@penfolds) April 12, 2014

Branding expert Richard Curtis, chief executive of FutureBrand, said if the question is whether the real winner out of this whole saga is Penfolds Grange, then the answer is yes.

“If Penfolds’ apparent ambition is to drive its luxury product into the mainstream arena through activities like sponsored tweets, then surely an outcome of all this is it will get their exclusive brand into the public eye.

“Whether there will be any taintedness from the association with ICAC is yet to be seen but the nature of celebrity these days is that notoriety and infamy is just as effective a marketing tool.”

But Mr Curtis argued the big issue for Penfolds is not the event or scandal itself, which is not of the company’s making, but rather how it responds or doesn’t respond to it.

Penfolds 1959 Grange.

He said: “It’s in this situation and it has the opportunity to make of it what it will. How it responds will be much more interesting in determining its prevalence and relevance than the event itself.”

But he warned that Penfolds will be need to consider that while it may be chasing the mainstream, it needs to make sure it doesn’t end up downstream in the gutter with the tabloid associations of scandal and corruption and do damage to its brand, credibility and cachet.

Penfolds Grange, a blend of shiraz and cabernet sauvignon, was founded in 1844 by Englishman Christopher Penfold from cuttings from the south of France. It is best enjoyed with Wagyu beef and rare, roasted aged fillet.

Penfolds declined to comment on what its recent notoriety might mean for its brand. A spokesman said in a statement: “Our pre-awareness campaign for the May 1 release of this year’s Icon and Luxury collection, which includes Grange, features targeted digital advertising to fine wine audiences on Twitter and Facebook. Other elements to support the launch of this year’s Icon and Luxury collection will take place closer to May 1 as planned.”