Congratulations to Penfolds on winning Best Presence in Social Media at the 2017 Australian drinks Awards.

Australia’s most iconic wine brand not only has an amazing heritage, having been making wine in South Australia since 1844, but it has also embraced the digital age with huge success.

The Penfolds Facebook page has more than 91,000 followers, while its Instagram has more than 26,000.

Best Presence in Social Media is defined by the interactions among people created by a brand’s social media, ie sharing, exchange and comment. This year the judging criteria was expanded to include a consumer survey to evaluate the content of the social media presence. Facebook impressions also played an important role in determining the winner. 

It’s the second time the company has picked up the top Social Media gong at the awards after taking it out in 2015. It was also the winner of Best Presence in Social Media (Wine) at the 2016 awards.

Among the exciting launches for the brand last year was the release of an $185,000 six-litre bottle of the new-release 2012 Grange and rare French-made crystal glass pouring vessel.

Only five of the metre-high glittering pourers and Imperial bottles of Grange (equivalent to eight standard 750ml bottles) were made for sale around the world.

Actor Sam Neill (pictured above) flew to Adelaide to unveil the wine, together with Penfolds 2016 collection of wines.

Chief Penfolds winemaker Peter Gago said the release put South Australia on the global map at a level very rarely seen.

“It’s a benchmarking thing: the rest of the world can do that and look, we can do this,” he said. 

Thank you to Hip Media for being Award Partner for the Best Presence in Social Media category. Pictured above is Hip’s Ashley Pini presenting the award.