The KateCo. PR team had the pleasure of supporting Penfolds on the return of Transcend by Penfolds – a limited pop-up bar and immersive tasting experience that transformed Sydney Arcade from May 2-11.
Across two exclusive sessions to launch the activation, we welcomed media and talent into the Penfolds Lounge – a beautifully curated wine bar, offering a selection of Penfolds’ best wines by the glass, including their iconic Grange.
Guests were then invited to take part in a guided 45-minute tasting session – a multi-sensory journey showcasing Penfolds’ exceptional wines from leading regions across Australia, France, and the US.
This consumer activation was a rare and exciting opportunity for the public to immerse themselves into the world of Penfolds, and we loved helping the team bring this one to life!
