Australian wine producer Penfolds is launching its first global advertising campaign in six years.
The campaign aims to highlight that its employees are driven by passion and quality, not profit. It will run in UK magazines including The Economist and National Geographic until the end of the year.
It features past and present Penfolds staff - including former chief winemaker Max Schubert.
"Our ambition was to capture passion and pride from within the Penfolds family," said global brand director Sandy Mayo.
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