Innovating the Cellar Door Experience at Penfolds Winery

Penfolds ranks among Australia’s oldest wine-makers [1]. Established in 1844, just eight years after the foundation of South Australia, Penfolds has a long history of innovation in wine-making, and now in wine tourism too.

Penfolds has taken the cellar door visit to a new level by including a wine-making experience “Make Your Own Blend”. Participants enter the Winemaker’s Laboratory to blend their own wine from varietals of Grenache, Shiraz and Mourvedre, as used in blends produced at the winery [2]. The participants are given the percentages of each variety from last year’s blend and they are allowed to smell the company’s current blend to help give them some idea of how to achieve a similar result; they each get three attempts to get it right and can bottle their best effort to take home (a fitting reminder of their experience!).

The immersive experience puts a new twist on the usual cellar door visit by enabling the participants to gain a deeper appreciation of wine and the wine-making process, and have fun too! It is an example of “product innovation” [3]. By delivering immersive experience going beyond the typical cellar door wine tasting, Penfolds has added an extra dimension to the cellar door visit. The innovative product engages the visitors to become integral participants co-creating a wine-making experience.

Recommended Citation

Reid, S. R. M. (2016). Innovating the Cellar Door Experience at Penfolds Winery. INNOTOUR Innovation Cases. From



  1. Treasury Wine Estates. Barossa Valley Cellar Door. 2016  7 May 2016]; Available from:
  2. Treasury Wine Estates. Barossa Valley Cellar Door Experiences. 2016  7 May 2016]; Available from:
  3. Tidd, J. and J. Bessant, Managing innovation: integrating technological, market and organizational change. Fifth ed. 2013: John Wiley & Sons.

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