How Do You Future Proof a 180 Year Old Luxury Brand?

In this episode of Future Proof, Christy Kite, CMO of Penfolds, shares how the 180-year-old Australian wine brand is future-proofing itself by repositioning from a wine producer to a global luxury brand. Kite discusses the strategic shift in brand thinking—moving beyond category-specific marketing to embrace cultural relevance, heritage, and emotional connection. By leveraging Kantar’s brand tracking insights, Penfolds has refined its brand DNA, focused on core brand codes (red color, font, logo angle, white label), and prioritized metrics like salience and pricing power over traditional awareness. The brand has also doubled down on emotive storytelling, especially around its flagship Grange wine, and positioned itself as a gifting icon. Despite challenges like global logistics disruptions, climate volatility, and declining alcohol consumption, Penfolds sees opportunity in the shift toward higher-quality, experience-driven drinking. The brand is investing in sustainability, innovation, and cultural integration—particularly around food and life milestones—to remain relevant with younger, values-driven consumers. Key takeaways include the importance of redefining brand identity beyond category boundaries, measuring brand strength through emotional and cultural drivers, and using pricing power as a strategic lever for resilience. Penfolds’ success lies in balancing heritage with reinvention, ensuring the brand remains top-of-mind in both everyday and extraordinary moments. The episode underscores that luxury brands must evolve not just in product or packaging, but in meaning and cultural role to thrive in a volatile world.