Leading luxury wine brand Penfolds has transformed their online customer experience with a new digital flagship.

Working in partnership with digital commerce agency Tryzens, luxury wine brand Penfolds has upgraded their digital flagship with a new platform and refreshed look and feel. Collaborating with multiple stakeholders across the globe, the teams at Tryzens and Penfolds worked together to evolve their customer experience with a UX and design-led approach to discovery and implementation. 

Established in 1844, Penfolds is one of Australia’s oldest and most iconic wine brands. The merging of science, art and innovation has driven Penfolds to become one of Australia’s most famed and respected winemakers and includes the legendary Grange – Australia’s most revered wine. 

With the goal of lifting the brand experience and replatforming on Salesforce Commerce Cloud, the project included a custom redesign, incorporating bespoke elements of functionality and user journey-mapping that will welcome new users to the brand. The new flagship needed to support the international growth of the Penfolds brand with an experience that engages consumers and earns loyalty around the globe.  

The result of the joint discovery was a set of three customised sites for Australia, United States and rest of world, each displaying dynamic content, pricing and messaging based on customer location. The redesign to an overall dark theme reinforces the brands premium positioning, highlighting bespoke features such as animated tasting notes, rich content and static bottle imagery on the scrollable PDP, to create an immersive experience for the customer to learn more about the Penfolds story. Enhancements were made to the mega-menu, search and cart flyouts that decluttered and streamlined the layout, making it simpler for customer to quickly and easily find what they’re looking for. 

Kristy Keyte, Penfolds Chief Marketing Officer, said:

“We are delighted to have partnered with Tryzens on this platform upgrade. The design transformation and updated user journey allows Penfolds to better connect with consumers around the world, providing a streamlined journey across the web experience and elevating our online presence.”

Andy Burton, CEO of Tryzens, elaborates: 

“We are thrilled to have had the opportunity to help Penfolds on this project, helping them construct an online shopping experience that respects the rich history of the brand and will build loyalty with their customers. We look forward to continuing to drive consumer engagement online through our long-term partnership with Penfolds and Treasury Wine Estates.”