Penfolds Overhauls Its Bottle — First Significant Packaging Change in Years

Written By Campbell Mattinson

The new Penfolds proprietary bottle, with modernised embossed 'P' monogram — rolling out from the 2026 Collection.

Penfolds is introducing a new proprietary bottle, the first significant change to the packaging of its core range in years. The rollout begins with the 2026 Penfolds Collection.

The updated 750ml bottle carries a modernised embossed 'P' monogram and refreshed "Penfolds Est. 1844" typography. Penfolds describes the change as aligned with its refreshed global brand codes, and says the design delivers a more contemporary and balanced presentation. Collection gift boxes will also move to updated designs featuring the 'P' monogram.

The new bottle appears first on select wines from the 2024 vintage. Because Penfolds releases wines from a range of vintages in any given year, the changeover will not happen at once: the company says the rollout will be phased over a three-year period.

That staggered approach means old and new bottles will sit alongside each other, on shelves and in cellars, for the next three years — a detail collectors and the secondary market will note, given how closely Penfolds packaging is scrutinised for authentication.

The Penfolds Collection 2026 is released globally on 6 August 2026. The article [Penfolds Collection 2026: Ten Things You Should Know] is worth reading.

Campbell Mattinson

This post was written by Campbell Mattinson. Mattinson is a former chief editor of the Halliday Wine Companion book, former editor of Halliday magazine, former editor of Australian Sommelier Magazine and founder of The Winefront business. He is the author of five books on wine – four of which were bestsellers (The Wine Hunter, the Big Red Wine Book 2008, the Big Red Wine Book 2009, and the Big Red Wine Book 2010).

Mattinson is also the founder of the Mattinson Photography business.

Campbell Mattinson has been an independent journalist, wine critic and photographer for forty years. He’s the only Australian to have won the Australian Wine Communicator of the Year Award more than once. He’s a past winner of a Louis Roederer International Wine Media Award; is the author of the award-winning book The Wine Hunter; and is the author of the best-selling novel We Were Not Men. He’s also a winner of a St Kilda Film Festival Award (as writer-director) and is a former winner of the national Best Australian Sports Writing Award. In 2026 three of his photographs were short-listed for the World Food Photography Awards.

Campbell Mattinson, who is 100% independent, has tasted between 5000 and 10,000 wines each and every year for the past 25 years. He tastes blind, in comparative brackets, as often as is practicable.

Campbell Mattinson is a journalist, a photographer, a filmmaker and a wine critic. In all of these mediums his prime motive is to tell people's stories.

https://www.campbellmattinson.com
Next

Penfolds Grange 2022 stated at 14.5%, extending a two-decade run