Penfolds, the storied Australian wine label known for its heritage, craftsmanship, and global appeal, has officially been named the strongest wine brand in the world in 2025. The prestigious title was conferred by Brand Finance, a globally respected independent brand valuation consultancy, in its latest Alcoholic Drinks 2025 report. With a Brand Strength Index (BSI) score of 86.2 out of 100, Penfolds outperformed all other wine brands across the globe, a testament to its robust market presence and enduring reputation.
The BSI is a comprehensive metric that takes into account factors such as marketing investment, customer loyalty, stakeholder equity, and overall business performance. These elements combine to form a holistic picture of a brand’s strength—not just in terms of commercial success, but also in emotional and cultural resonance.
Penfolds’ recognition didn’t stop there. At the 2025 Australian Drinks Awards, the brand was also honored as the Most Reputable Brand in the Red Wine category. This accolade is particularly significant as it is voted by industry peers, reflecting deep respect and admiration from professionals within the beverage industry. According to the organizers, this category acknowledges consistent excellence, trustworthiness, and market influence—hallmarks that Penfolds has embodied for generations.
These accolades collectively reinforce a powerful truth: Penfolds is not merely a wine label—it is a philosophy built on curiosity, mastery, and a relentless drive to go beyond expectations. As Treasury Wine Estates, the parent company of Penfolds, noted in a statement, these honors “affirm what generations of Penfolds winemakers have always believed: true brand strength is born of purpose.”
A Legacy Rooted in Bold Vision
That purpose-driven mindset can be traced back to Penfolds’ earliest days, and most notably to Mary Penfold, one of Australia’s pioneering women in winemaking. Her innovative spirit and willingness to experiment with blending techniques helped define what would become the Penfolds House Style—a commitment to balance, structure, and longevity that continues to underpin every bottle.
“Penfolds has always drawn inspiration from its rich heritage, looking to our past to shape our future,” said Kristy Keyte, Chief Marketing Officer of Penfolds. “As custodians of the brand, we are delighted to be recognised as the strongest wine brand in the world. It’s a testament to the dedication of our winemakers and every team member who plays a role in bringing Penfolds to consumers around the world.”
This legacy of innovation is not static—it is constantly evolving. In 2024, the brand celebrated its 180th anniversary with a powerful global campaign that fused creativity, history, and forward-thinking ideals. Titled “Transcend by Penfolds,” the immersive experience launched in Thailand and other major markets, inviting consumers to explore the brand through art, technology, and multi-sensory storytelling.
Alongside this, Penfolds launched the Champagne Cuvée Brut NV, an exciting collaboration with Champagne Thiénot that extended the brand’s reach into French sparkling wines. These efforts illustrated Penfolds’ ability to innovate without losing sight of its core identity.
A Brand That Speaks Across Borders and Generations
Penfolds’ global success lies not only in the quality of its wines, but in its ability to resonate with people across different cultures and generations. Whether it’s an aged bottle of Grange or a contemporary limited-edition release, every product tells a story rooted in heritage but expressed through modern creativity.
This was particularly evident during the 2025 Lunar New Year, when Penfolds unveiled a vibrant brand activation in Hong Kong, reflecting cultural nuances while remaining authentically Penfolds. Similarly, the Penfolds Holiday by NIGO collection, a limited-edition launch in 2024 designed by Japanese fashion icon NIGO, fused wine with streetwear aesthetics and global design, expanding the brand’s appeal to younger, style-conscious consumers.
These activations are part of a broader strategy to evolve the Penfolds narrative, ensuring that its wines are not only premium in taste but also aspirational in identity. “Penfolds pays homage to our past while pushing the boundaries of taste and experience,” said Keyte. “From Bin 389 to Grange, our story is one of innovation rooted in tradition.”
Masterbrand Campaign: Honoring the Past, Shaping the Future
The 180-year milestone was more than a celebration—it was a declaration of intent. The global Masterbrand campaign introduced in 2024 marked a bold new chapter for the label, reimagining Penfolds through the theme of renewal and cosmic motion. This artistic motif was designed to symbolize perpetual evolution and the brand’s refusal to remain static.
“It takes curiosity to move toward the unfamiliar, to renew and to begin,” said Keyte. “The concept of renewal is built into the DNA of Penfolds. It’s what has driven us for 180 years and what continues to shape our path forward.”
The campaign was widely praised for its integration of art, science, and storytelling—blending visual richness with brand philosophy. It not only solidified Penfolds’ status as a global wine icon but positioned the brand as a cultural innovator—a platform for new ideas and boundary-breaking expressions of tradition.
Industry Recognition and Global Reach
Further solidifying its status, Penfolds was named the Most Admired Wine Brand in Australasia in 2024 by Drinks International, an accolade based on the votes of wine industry professionals, critics, and retailers. The award recognized Penfolds for its unwavering quality, distinct regional expression, and influential standing in the global market.
The accolades and awards continue to strengthen Penfolds’ global equity, underscoring why the brand is seen as a benchmark of excellence in winemaking. Yet, despite these recognitions, Penfolds remains forward-focused.
