PENFOLDS WINE

Agency: DMI (Formerly Pappas Group)
Role: UI, UX, Animation

In the United States, Australian wines are generally perceived to be cheap and  mass produced  – largely driven by big commercial brands like Yellow Tail. Penfolds sought to improve brand perception and educate consumers and distributors via new technology. The first step was the development of an interactive, touch-screen table.

Our guiding principle was that people overwhelmingly wanted to be led by an expert during a premium wine tasting, but with the freedom to explore on their own. The table allowed guests to interact independently during a tasting, while the expert poured wine and provided details about the product.

Following the successful debut of the touch table wine tasting experience at the Food & Wine Festival in Aspen, Colorado the tables now reside at dedicated retail environments in the Sydney and Melbourne international airports in Australia.