Exploration is exhilarating because it allows you to leave behind the familiar and venture beyond, where no man has landed. In its new quest, Penfolds goes beyond the flavours with globally acclaimed Chef Mauro Colagreco of Mirazur on this journey.
Venture Beyond is a global thematic that celebrates personalities who embody and share the Penfolds DNA –courage, determination and innovation. Across Southeast Asia, Penfolds will be launching out-of-this-world, engaging experiences and activations aimed to excite and thrill the imagination of global luxury consumers from June 2022 onwards.
Penfolds is one of the most celebrated winemakers of our times. The brand was founded in a spirit of innovation and the never-ending quest for quality, as exemplified by the secret bottling of Grange in 1951 and the unbroken line of vintages of what is now undoubtedly Australia’s most iconic red wine. Since 1844, Penfolds winemakers have pushed boundaries, constantly venturing ‘above terroir’, looking to new horizons, possibilities, and worlds to propel the brand.
Globally acclaimed Chef Mauro Colagreco is the chef-patron of three-Michelin-starred French Riviera restaurant Mirazur – named the World’s Best Restaurant in 2019 – Chef Mauro is renowned for his innovative, seasonally driven cuisine which constantly pushes boundaries. And in 2021, Mirazur was inaugurated into the “Best of the Best” category in The World’s 50 Best Restaurants awards.
What do the two global icons have in common?
Chef Mauro learned about cooking and ingredients from his grandmother at a very young age. In 1998, Chef Mauro could not ignore his growing passion for culinary and took the courage to leave the comfort of home in Argentina to pursue his own culinary journey abroad. Within the same year, despite 150 years of winemaking, Penfolds went ahead to plant a selection of Australian vines in Californian soil, which became the inaugural Californian Collection 22
years later. Without the courage to push boundaries, Mirazur nor Penfolds California Collection would have existed today.
“Mauro Colagreco has an extensive list of accolades and truly embodies the Penfolds DNA. I am proud to have him launch Beyond the Flavours. He set his heart on becoming a chef at an early age and extended his ambition beyond the kitchen, remarkably similar to how Penfolds gaze was firmly fixed on the future since its establishment to create wines unrestricted by vine, border, or continent,” said Peter Gago, Chief Winemaker Penfolds
In Malaysia, anticipate a series of activation on Penfolds social media that will lead up to Penfolds: Terminal 1844, a pop-up that welcomes all those who dare to meet extraordinary to venture beyond. Held from 9 June to 19 June 2022 at The Connection in Pavilion Kuala Lumpur, Penfolds: Terminal 1844 will be hosting sommelier-hosted sessions that harbour a futuristic twist where visitors can enjoy a flight of Penfolds’ ‘House Style’ wines with carefully appointed food pairings.
Whilst experiencing the ‘Venture Beyond’ theme at the pop-up, visitors will also have the opportunity to discover Penfolds limited-edition thematic gift boxes and customisation services.
Globally, Penfolds has commissioned Australian illustrator Jason Solo to bring the space thematic to life by interpreting the Venture Beyond concept in a playful, luxurious way –
using his refined style full of intricate detail, paired with striking colour palettes and dynamism
to develop Penfolds Max’s thematic gift boxes.
The first event is the launch of the Beyond the Flavours short docu-film, now screening on the Penfolds global website. In it, Colagreco captured what he and Penfolds strive to achieve with Venture Beyond, “Success doesn’t mean you get a prize. Even when we think we have obtained every award imaginable, like the three Michelin stars, the best restaurant award, I don’t let myself stop there.”