Australian wine brand Penfolds has launched its 2020 Collection in China, unveiling it at One Xintiandi in Shanghai with an interactive exhibition.

The 16 wines of the 2020 Penfolds Collection offer multi-region and multi-vineyard blends, single-region wines and a single-vineyard wine that span five vintages.

The collection includes the latest vintage, the 2016, of the brand’s flagship label, Grange, which Peter Gago, Penfolds chief winemaker said was on a par with the great 2004 and 2010 wines.

China is one of the very first markets in the world to receive the new releases. From now until 9 September, the brand will invite consumers to experience the collection in a specially curated exhibition at One Xintiandi in Shanghai.

It is the first time the brand has held such an extensive immersive consumer event in China. Via interactive digital installation, the brand is delivering the story behind some of its most iconic wines by connecting the numbers with cultural or artistic associations. For example, Bin 28 is ed with the classic 28mm film format.

The exhibition free to the public but reservation via the brand’s official WeChat public account is required. The immersive experience also includes a free glass of Penfolds wine.

In the coming weeks, tasting events hosted by the brand ambassador will also be held in the venue for avid wine lovers.

Penfold’s is one of the most recognisable wine brands in China and 40% of the profits of the brand owner, Treasury Wine Estates, stem from the region.

On 18 August, after the announcement of the anti-dumping investigation to Australian wines by the Chinese government was released, the stock price of the company fell as much as 15% and went into a brief trading halt on the Australian Securities Exchange (ASX).

However, TWE remained confident in the response, stating that, “as an importer of high-quality, premium Australian wine, including brands such as Penfolds, TWE remains committed to China as a priority market and will continue to invest in its Chinese business and its relationships with customers and consumers. TWE’s focus will remain on building premium and luxury brands, investing in the local operating model and team, and working with partners to enhance the wine category and grow our contribution to China.”