Penfolds partners with ME London

In its 170^th year, Penfolds has announced a year-long partnership with ME London which will be the first Penfolds flagship venue in Europe. The partnership involves branding, bespoke food pairings, wine by the glass and wine promotions in each of the ME London bars and restaurants – STK, Cucina Aellina, Radio roof top bar and the Marconi Lounge –  which has been re-branded ‘The Wine Lounge by Penfolds’.

The Penfolds and ME London collaboration includes a calendar of engaging wine events for both consumers and trade, whilst splashes of iconic Penfolds red will bring the partnership to life throughout the hotel.

Alongside staff training, ME London will make use of Coravin technology to offer Penfolds wines by the glass including St Henri 2005 from magnum in STK. Parcels of rare wines, including back vintage Grange, will also become available throughout the year at ME London.

Ali Wilkes, Penfolds Marketing Manager EMEA, says: “We’re delighted to announce this mutual partnership with ME London; it really is a fitting place to showcase Penfolds and its reputation of winemaking excellence in the Capital. What’s more, it gives us the opportunity to celebrate the link between London and Penfolds – a place that’s intrinsic to the winery’s history as Dr. Christopher Rawson Penfold sat his medical exams here before relocating to South Australia to found Penfolds at the Magill Estate in 1844”.

Memorable touchpoints and experiences

Iain White-Duncan, The ONE Group Head of Sales and Marketing, says: “ME London and Penfolds are both exceptional brands with aligned premium credentials, making the partnership a perfect fit. We have worked in close collaboration to create a number of memorable touchpoints and unique experiences for our visitors throughout the hotel, restaurants and bars.”

The partnership coincides with the first release of The Penfolds Collection, which includes twelve wines spanning five vintages (2010-2014).  The wines from this collection are instantly recognisable amongst wine collectors and have a strong, distinctive style, along with a superb track record of cellaring performance. Leading the release is the 2010 Grange, the 60th consecutive release of Australia’s most celebrated wine from one of the most notable vintages in recent decades.

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