The Grange by NIGO is a Penfolds' First Flagship Wine Takeover
Laura McQuarrie — February 26, 2024 — Marketing
References: penfolds & glamadelaide.au
In celebration of its 180th anniversary year, Australian wine producer Penfolds unveiled the Grange by NIGO, its first-ever design takeover of its flagship wine. For this project, Penfolds collaborated with NIGO, a street fashion icon who is now Creative Director of his own independent brand, HUMAN MADE, and Artistic Director at Maison KENZO.
Penfolds Grange has made a name for itself as one of the world's most collected wines and the Grange by NIGO limited-edition spotlights the current 2019 vintage of Grange.
The Grange by NIGO release includes collectable 750ml and 1.5L gift boxes in limited quantities. Every individually numbered box includes a bandana and a bottle neck tag designed by NIGO and backed by an authenticity certificate. What's more, NIGO also designed a silk rug for the series, of which there are just 25 available globally.
Penfolds Grange has made a name for itself as one of the world's most collected wines and the Grange by NIGO limited-edition spotlights the current 2019 vintage of Grange.
The Grange by NIGO release includes collectable 750ml and 1.5L gift boxes in limited quantities. Every individually numbered box includes a bandana and a bottle neck tag designed by NIGO and backed by an authenticity certificate. What's more, NIGO also designed a silk rug for the series, of which there are just 25 available globally.
Trend Themes
1. Luxury Wine Collaborations - Opportunities arise for luxury brands to collaborate with innovative designers for unique wine experiences.
2. Limited-edition Packaging Designs - Emerging trend showcases the demand for limited-edition wine packaging with exclusive accessories and collectibles.
3. Designer Product Crossovers - Innovative partnerships between designers and traditional industries create exclusive and highly sought-after products.
Industry Implications
1. Wine & Spirits - Disruptive innovation opportunities in the wine industry through collaborations that blend luxury and design aesthetics.
2. Fashion & Accessories - Cross-industry potential for high-end fashion brands to explore unique partnerships in product design and packaging.
3. Art & Lifestyle - Innovative opportunities for artists and lifestyle brands to merge their creative visions in limited-edition products.
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