Penfolds take the world by storm, one glass at a time


About Penfolds

Penfolds is one of Australia’s finest wine makers. The heritage-listed brand has been operating for over 175+ years, bringing together generations of visionaries and innovators, crafting one of Australia’s most famed and respected winemakers.

Today, the brand ships worldwide, catering to the needs of wine connoisseur customers across the globe. Penfolds partnered with Tryzens in 2018 to launch their first direct-to-consumer (D2C) offering along with 20+ other Treasury Wine Estates wineries across the world.


✓  Business analysis
✓  Custom UX & UI design
✓  Website development & implementation
✓  Conversion rate optimisation
  Technical SEO
✓  On-site delivery, support and training

Commerce Platform

Commerce cloud



117% increase in conversion rate
70% of sales driven by online
17% increase in returning customer

The Brief


Customers regard the Penfolds brand as a premium, luxury and high end wine maker. Penfolds had bold ambitions to offer their customers an experience online that could parallel a visit to the cellar door including their memberships, subscriptions, exclusive products and bespoke services, no matter where the customer was located across the world.

With this in mind, their goal was to ensure that their online presence evoked an authentic experience, including everything from the look and feel to site usability.


The Solution


Through an extensive customer-led design discovery, we gained invaluable insight into the Penfolds customer across regions and how they want to shop with the brand. These insights drove a complete overhaul of the online experience including not only the look and feel of the site, but also assessing the technology used to power it.

Partnering with the Penfolds team, we brought together an entire rebuild of their site on Salesforce Commerce Cloud including integrations for membership, bookings, subscriptions and personalisation along with Salesforce Marketing and Sales Cloud, Tealium and Omneo.

“We have seen amazing benefits to launching a direct to consumer offering, which has enabled us to learn more about our customers and also increase our share of wallet as we start to learn what their palettes may enjoy. By working with Tryzens, we have been able to make our ambitions a reality.”

Amanda Green,
Global Digital Director at Penfolds

“Our partnership with Tryzens has allowed us to grow on a global scale and continue to innovate to meet the expectations of our discerning customers. Their knowledge of the digital commerce space across the world as well as their approach to customer experience, design and technology has meant that we can innovate with purpose and we’re looking forward to what the future of this partnership holds.”

Amanda Green,
Global Digital Director at Penfolds

Site Features

Expanding Across the Globe

Through collaboration with multiple international stakeholders, and the rebuild of their site, we’ve been able to help Penfolds expand their offerings and evolve their customer experience. Penfolds now have customised sites for Australia, United States and over 20 other regions which display dynamic content, languages, pricing and messaging based on customer location. This not only caters to the specific needs of their customers, but gives their customers that premium, intimate, personalised experience.


Connecting Experiences

In addition to the build of their localised sites, Penfolds has elevated their brand even further through their localised online experience offerings. Customers can now go online to book cellar doors, restaurants, events and even re-corking clinics which all showcase their luxury wine portfolio range.


The Kalamina Club

Penfolds also now welcomes their customers to become friends of Penfolds, through their online exclusive membership. Member benefits include early access to exclusive wines, interesting updates from the winemaking team, special pricing, invitations to exclusive events, birthday rewards as well as complimentary standard shipping on all their online orders.

This is all integrated online, allowing customers to see.


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