Wine marketing or luxury silliness: Penfolds’ The Ampoule

In marketing you can find a lot of very strange and curious ideas, not least in the wine sector since wine marketing is very restricted in most countries. But the latest idea from Penfolds must be high up on the list among the most silly things and most over the top ideas. Or have I become too sensitive? Penfolds has just launched something they call “The Ampoule”. It is a wine bottle, or perhaps a “glass ampoule”, filled with wine. The price for a bottle, an ampoule, is A$168 000 (around £100 000).

Read our full commentary here: When marketing goes over the top and becomes grotesque: Penfolds’ “The Ampoule”

Penfold's Ampoule

Penfold’s Ampoule

This post is also available in: Swedish

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